• by Fern Siegel , October 22, 2024

The Macallan has passed an impressive milestone: 200 years. To honor its history, the company has debuted a new campaign showcasing the Time:Space Collection, two limited-edition single-malt whiskies.

As the campaign unfolds, The Macallan illuminates major landmarks with 3D billboards and activations. They include London–Piccadilly Circus, Las Vegas-The Sphere, New York-Penn Station, Shanghai-West Nanjing, Shenzhen-Baofang Shopping District and Hong Kong-Central Hing Wai Building in November and Tokyo in April 2025.

“Reflecting The Macallan’s heritage and innovation on a global stage, iconic locations were selected to share this fantastic journey with audiences all around the world,” Leslie Davey, brand director at The Macallan, told Out to Launch.

In addition, billboards run in major airports in London, Shanghai and Dubai. Still imagery is viewable in New York’s Hudson Yards, Miami and Los Angeles.

The brand worked with various creative agencies, but did not disclose names.

“This campaign is an exploration of time — honoring the past and looking toward the future — while also highlighting The Macallan’s ongoing dedication to incomparable craftsmanship, creativity and deep connection to nature,” added Davey.