Art Direction | Editorial | Platform Trends
THE MACALLAN:
WOOD & SPIRIT
Agency: Digitas, Client: The Macallan
It takes real mastery to create a perfect bottle of The Macallan Double Cask. To celebrate the launch of The Double Cask Range, The Macallan APAC launched a magazine ‘Wood & Spirit’ on various social platforms across the region. Issue 1 - The Mastery of Craft highlights partnerships from people and establishments who have also shown examples of mastering their craft throughout the years.
Wood & Spirit was created in an adaptable and interactive format for different platforms such as Instagram Stories, Facebook Carousel and WeChat.
The magazine uses the unique platform capabilities such as podcasts, 360 photos along with personalised chapters for each market.
Podcasts
Based on The Macallan’s market presence, different influencer’s were identified. The story of these Masters of Adversity were weaved in interviews and podcasts through the socialzine. The audience could also find out the location of region specific exclusive The Macallan spaces.
Teaser Posts
Influencer Features
Sustenance Posts
Brand Ambassador Involvement
