Glenfiddich – #DXBExperiments

Glenfiddich asked James Dawe to create 4 different worlds to escape into based on the key characteristics of four different Glenfiddich whisky varieties. This was part of their #DXBExperiments campaign, a platform that creates innovative ways to experience Glenfiddich Whisky.

The 18 year old whisky’s key features were baked apple, oak, cinnamon, robust and mellow.

For the Escape-Instamaze, users navigated their way through the 4 Glenfiddich worlds by following hidden doors from one world to the next, picking up information about the brand/event as they search the posts, whilst absorbing the stunning visuals along the way.

James created complex digital collages eachindividually tailored to the attributes of different aged whiskys. As this campaign was targeted to the United Arab Emirates, one of the main hurdles the project faced was not being allowed to advertise alcohol or even mention the name of the brand. However, this challenge encouraged James to truly experiment with representing the product and flavor notes the most creative and unpredictable ways.