• by Fern Siegel , Yesterday

The Macallan Diamonds are Forever 55th anniversary release marks The Macallan’s first use of red-wine-seasoned casks in its nearly 200-year history. The 18-year-old Highland single-malt also pays tribute to the 1971 James Bond film "Diamonds Are Forever." 

The singular storage reflects Bond’s knowledge of wine, as well as his love of Scotch whisky. The packaging reflects 007's cinematic history, embedding subtle clues from the production process in the box and label.

The creative concept was developed by The Macallan’s global brand team in collaboration with Zenith, which also handled media placement.

The OOH campaign is exclusively focused on Los Angeles, given the cinematic nature of the product and The Macallan’s deep film history. Rather than a broad national spread, The Macallan has prioritized high-frequency, high-impact placements on Sunset Boulevard. The two-sided display, including a digital video, is positioned to capture sight lines from both Sunset Boulevard and Cienega Boulevard, near the Mondrian and 1 Hotel in West Hollywood.

The Scotch has appeared in more than 290 productions, per the company, including as James Bond's preferred drink in "Skyfall" and "Spectre." It's also mentioned in "Crazy Rich Asians." In "Skyfall," Bond and the villain Silva share The Macallan 1962 Fine & Rare vintage, which served in 2012 as a nod to the 50th anniversary of the franchise, when "Dr. No," the first Bond film, debuted.

"Our collaboration with the James Bond franchise is a meeting of two icons that share a deep appreciation for character and craft. Bond has long been a global symbol of sophistication and innovation — qualities that resonate deeply with The Macallan," Valerie Marks, brand director The Macallan USA & Canada, told Agency Daily. "With The Macallan Diamonds Are Forever 55th Anniversary Release, we wanted to move beyond a traditional partnership, honoring the shared cinematic legacy that has defined both our histories for decades."