Highland Park, distilled on dark and romantic Orkney, still had a loyal but ageing audience. Like most Single Malt brands, they are prestigious but struggling to connect with younger consumers due to existing perceptions. There was an exciting opportunity here to spark a relationship with a more contemporary audience.
To do that, we focused on Highland Park’s unique elements, the people, the location and the whisky. There were tales to tell about all of them, but one thing that bound them together. Tradition. This fiery, spirited northern culture had weathered several centuries, and still burns bright today. This led to the message we wanted to communicate:
Highland Park is the Orkney Single Malt with Viking soul.
And we knew just how we wanted to celebrate this unique spirit – with a modern twist on the ancient Viking midsummer celebration.
Midsummer is an ancient tradition that is still celebrated on Orkney with bonfires, dancing and music on the longest day of the year. It’s a festival that connects people to a time where strength, bravery and valour were the order of the day, when man was more closely connected to nature.
We would bring the spirit of the solstice to celebrate summer in style.
In times of political frustration, economic stagnation and social instability, a return to our northern roots appeals to young crowds who feel unfulfilled by what modern society has to offer.
Work in Progress
We wanted to bring a taste of this Viking celebration to new, young crowds, helping them connect with the spirit of the north while relaxing at a great party. Looking around, we focused on London and picked hip Dalston Rooftop as our party scene.