• by Larissa Faw , October 20, 2020

Glenfiddich is out with a new integrated global creative campaign, “Where Next,” that explores the story of its brand icon, “The Royal Stag.”

The main ideal, stated Claudia Falcone, Glenfiddich Global Brand Director at William Grant & Sons, is that “a stag is proud and masterful but must embrace is own vulnerability with the annual loss of its antlers before it grows stronger still.”

The work is by London-based creative agency Space whose previous work for the brand included the 2018 “Challengers Welcome” campaign in emerging markets. The new work is designed to convey a cleaner, more modern look and feel for the brand.

The suite of campaign materials includes global TV and film, OOH, print and digital, including social platforms. The work will initially roll out across India, China, Australia, Taiwan, Korea and the U.S, followed by a pan-European launch the first quarter of 2021.