Every once in a while, an idea, an audience and a client willing to take a risk conspire to create an opportunity to do something special for a brand. We were delighted to get the go-ahead from Ian Macleod Distillers on such a project for Glengoyne Single Malt Whisky.
The idea was simple: showcase the global Glengoyne Customer Family by asking them to celebrate Burns Night through a reading of ‘Tae a Haggis’, to be released in time for the 25th January. Their contributions would be edited together to create a single reading of the poem that circled the globe.
To kick things off, emails were sent to the Glengoyne Family database in late December 2015, asking them to contribute in the most passionate way they could imagine. We were amazed by the results! Family members from around the world donned their kilts, set themselves up and read their favourite verses of the poem with amazing enthusiasm. Submissions came from a snowy forest in Saskatchewan, from a sunny tennis club in Melbourne, from Sweden, from New York, from a warm New Zealand, from Taiwan, from the frozen Norwegian Countryside, from Germany, from Switzerland and of course from Scotland itself. Some of the Distillery team were kind enough to contribute as well. Editor extraordinaire Marc Grundy pulled everything together against a very tight deadline and delivered an amazing final film.
We were delighted with the end result, as was the client. Just shy of 40,000 people were reached by the campaign on Facebook, the video was viewed over 22,000 times and – most importantly – we celebrated Robert Burns’ birthday in a way only the Glengoyne Family could. Enjoy!