IN CINEMA X 007

THE MACALLAN

INITIAL CHALLENGE

To mark the 60th anniversary of the James Bond films, The Macallan wanted to launch six elegant limited edition bottles to pay homage to the world’s most famous movie spy.

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STRATEGIC REFRAMING

We had to build an entire product experience linked to brand values and the very marked styling and culture of one of cinema’s most charismatic spies: 007.

It was necessary to consolidate the communication of the event, aligned with the definition of the annual strategy of content generation to position it in the world of luxury by creating experiences and events that reinforce its leadership and connection with its target, in addition to fitting the action into the annual strategy with ambassadors and influencers.

THE IDEA

To this end, we organised an unforgettable event for which we counted on the participation of businessmen of if they were six film stills in six sets representative of each of the decades. For the styling and wardrobe of the sets we had the renowned costume designer Nerea the stature of Pablo Castellano, Casilda Finat or Tomás Laso, the actor Alfonso Bassye or the influencer Nacho Yanes, together with numerous friends of the brand and specialised press who came to the historic Casino de Madrid to enjoy a night of cinema, extolling the historical link between the cinematographic universe and the emblematic whisky house.

The Metropolitan Orchestra of Madrid provided the soundtrack to each of these six decades of good cinema while an imposing set of lights bathed the room in the emblematic color of each of the bottles.

We gave the event a twist by making the guests the protagonists of the official photographs in an unprecedented staging, in which the renowned Spanish photographer Alfonso Ohnur captured six photographs, as Torrijos, winner in 2021of the Goya for Best Wardrobe for the film Akelarre.