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Case Study — Brand & Digital
Highland Park
The Highland Park 56 at the heart of a £150,000+ prize draw — the oldest single malt the distillery has ever bottled, 1 of 170 in the world, drawn from casks Gordon Motion picked in 2008. Filmed for the brand. Run for a fortnight on the feed.
CLIENT
Highland Park
Sector
Luxury Spirits, VIP Experiences
Services
Production, Creative Direction, Demand, Videography
STARTING YEAR
2026
The Challenge
Five decades in cask. Two weeks on the feed.
The grand prize was the Highland Park 56 Year Old: the oldest single malt Highland Park has ever bottled, drawn from one of ten sherry-seasoned oak casks hand-selected by master whisky maker Gordon Motion in 2008 — his first year in the role. 170 bottles globally, RRP £40,000, distilled at Orkney, finished with the distillery's signature heathered peat.
Around it, 101 further bottles of rare Highland Park — vintages back to 1988, the Triskelion limited edition, the 40 Year Old, the full ladder down to the 12 Year Old. £150,000+ of single malt in a single prize ladder.
The campaign had to do what the bottle was already doing — sit at the intersection of two timelines. Five-and-a-half decades in the cask. A two-week entry window.
The Approach
The cask. The camera. The feed.
Three movements, in the order the whisky was made.
First, the cask. The 56 was drawn from ten sherry-seasoned oak casks that master whisky maker Gordon Motion selected himself in 2008 — his first year in the role. Fifty-four years of Orcadian climate had already done the work; our brief was to film a bottle that had been waiting for decades.
Then, the camera. A cinematic film of the decanter, the label, the spun-amber liquid. Heathered peat under controlled light, the kind of shot Highland Park could have hung on its own walls.
Then, the feed. A creative suite paced for two weeks of UK Meta — long enough for the rarity to register, short enough to keep urgency. Copy that named the prize ladder honestly — £150,000+ in total, the 56 at the top, every rare expression beneath it on the instant-win tier clearly attributed. Paid placement we ran ourselves, every cut, every line.
£150,000+
Prize value placed in front of a paid audience
460,000+
UK whisky audience reached
1 of 170
Highland Park 56 Year Old bottles in the world
300,000+
Video views across the creative suite
The REsults
The Outcome
Decades to make. A fortnight to sell.
460,000 unique UK whisky buyers reached. 1.9 million impressions delivered. 3,208 purchases driven. 3.34x returned across the two-week window.
A campaign paced with the patience of the whisky behind it.
What excites me most about the 56 whisky is that it has both complexity and vibrancy, even after all these years, the distinctive character of Highland Park's Orkney heathered peat stands out.
Gordon Motion
—
Master Whisky Maker, Highland Park