Capturing the spirit
of a brand, an island and it’s 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 whisky is distilled on the small island of Jura, off the West coast of Scotland. A tiny island famous for its remoteness, its abundance of deer, its tiny population and its world famous single malt whisky. Our job was to take this story and turn it into something that would capture the imagination of North America through a repositioning piece and activation.

Getting uncoventional

We wanted to capture the island with honesty and integrity, so we required an out-of-the-ordinary approach. Rather than just shoot in the traditional way, we wanted to embed ourselves within the community. We forged a partnership with National Geographic and one of the world’s best photojournalists, David Guttenfelder. We asked him to live on Jura for a month, embed himself amongst the people, and simply bring back what he saw. His words and pictures were used directly in our campaign, bringing us a wealth of assets to use. In the US we created a photography exhibition, leveraging David’s fame to further extend the campaign.