Capturing the spirit
of a brand, an island and its people

Jura whisky is distilled on the small island of Jura. An island famous for its remoteness, its abundance of deer, its tiny population and its world-famous single malt whisky. It’s a long way from anything, and a long way from ordinary.

images
captured

366

media value gained
through our exhibition

£1.5M

whisky brand
in travel retail

#5

The Challenge

Jura is a remote Scottish island with fewer than 250 residents, more deer than people, and a whisky known by connoisseurs but not by many beyond. Our challenge was to take this quiet, off-the-grid story and make it resonate across North America, not just as a whisky, but as a world of its own.

The Cultural Opportunity

To stand out in a market flooded with whisky marketing clichés, we didn’t romanticise the island, we respected it. We partnered with National Geographic and renowned photojournalist David Guttenfelder, sending him to live on Jura for a month. No script. No brief. Just a mission to capture the island as it really is.

The result was a raw and honest portrait of Jura, its people, its rituals, its wildness seen through David’s lens. His images and words formed the foundation of our campaign, giving the whisky a raw authenticity that couldn’t be staged or replicated.

In the US, we launched with a photography exhibition that brought the island to city streets, using David’s reputation and storytelling to pull audiences into Jura’s world.