Beyond The Cask


To reach and recruit new whisky drinkers to the brand through an innovative campaign that focused on a key brand truth, that Glenmorangie only use their casks twice.


A collaboration with Maine based hollow wooden surfboard company Grain was formed to create the world’s first limited edition surfboards made from ex-Glenmorangie casks.
The project was developed to gain the attention of global media and influencers and was brought to life through local activation and a globally driven social/digital campaign. With the amazing Painting Rooms in London’s Covent Garden as the venue and working with 2D/3D designers, we created immersive costal scenes dressed with wood shavings from the US workshop and seaweed. Here people could carve the wood of the surfboard, take photos against floor-to-ceiling backdrops and enjoy whiskey tasting with Glenmorangie Master Blenders.