Jura is the UK’s top-selling malt whisky and one of the fastest growing in the world. But there was a global/local marketing challenge: local teams struggled to use the 60” global TVC assets. They didn’t work on low-spend social media plans or in complex global retail environments - not to mention navigating market-by-market restrictions. So, the brand looked fragmented and no one was satisfied.

To solve this issue, we brought all the stakeholders together to understand their needs and to workshop different territories. There was a clear winner: Jura’s unique story. It’s made by a tiny island community of 212 people, all of whom lend a hand in the whisky's creation. 

From this, we created the Brand Defining Idea of “Islander made”. We brought this to life creatively with the idea ‘More than a whisky’ - because Jura isn’t just a drink, it’s bottled community spirit.

The campaign shows the bottle being passed through all those who lend a hand before it sets off from the Island. The bottle sits at the centre of the frame throughout the film, while being passed around a variety of people. It is set against the beautiful and rugged landscapes of Jura, in preparation for its journey to distant shores.

During the shoot, we captured a suite of still and moving assets to demonstrate the brand idea. We showed the people behind the whisky and the craft, care, and consideration that goes into it. We packaged this up as a toolkit for local markets (based on their individual requirements) along with clear guidelines.

As well as TV, the campaign spilled into OOH, social, digital, and instore creating a campaign plan that works hard at key moments of the year and flexes across product variants, all while building the brand.