2023

NYX Awards - 2023 Grand Winner Winner

Mortlach By Design

Entrant Company

Alpha Kilo

Category

Public Relations - Publicity Campaign

Client's Name

Diageo

Country / Region

United States

Experience Level

Agency

Introducing a premium but relatively unknown whisky to an established industry, Alpha Kilo conceived and launched Diageo’s Mortlach By Design campaign. Alpha Kilo specially crafted multiple events and PR opportunities to introduce the premium but relatively unknown, 200 year old whisky from Scotland’s Speyside region to an established and crowded industry.

Collaborating with six renowned designers to each create a bespoke work that honors the heritage, craftsmanship and design forward approach of the Mortlach whisky. Each designer was tasked with emulating one of six pillars of the Mortlach whisky brand: audacity, magnetic, obsessive, enigmatic, complex and bold.

The designers Luca Nichetto, Sabine Marcelis, Joe Doucet, Felicia Ferrone, Chrissa Amuah and Sebastian ErraZuriz were brought on board and presented their designs at important touch points throughout the year.

The products launched were: Sei, a Whisky Decanter; SHIFT, a Bar Cart, Tropos, a Chair; Cowie a Nosing Glass; 2.81, a Light Fixture and AI 02.15.23 an AR experience highlighting the whisky making process and experience.

Thoughtful and elevated experiential events were specially curated to launch each design, attracting an audience of both long time whisky drinkers alongside a new market of upcoming taste makers. The events were utilized to both gain media coverage and also elevate the brand amongst high net worth individuals.

In addition to the Mortlach by Design event drops, Alpha Kilo also oversaw the full execution of the Global Launch of the limited release of Mortlach 30, The Midnight Malt. High profile lifestyle media, VHNWI, gallerists, curators, designers and influencers attended an immersive dinner at Fotografiska, followed by a party at Chapel Bar. Alpha Kilo brought onboard Diorama Studio to create an immersive animation that was projected on curtains surrounding the dinner table. At the dinner, the film was premiered by the artist themselves whilst simultaneously a digital version was dropped into the guests’ inboxes. The visually engaging film led guests through a conceptual journey of a drop of Mortlach through each of the unique six stills.

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