To mark the launch of Diageo’s new series of special, collectors’ item whiskies, the brand has teamed up with Gravity Road to launch an AR campaign and film to deliver digital depth to the new bottles. 

Each year, Diageo curates a Special Releases collection of aged, rare and sought-after whiskies from famous or even now-closed distilleries. They are highly collectable, with bottles that are numbered and this year’s series of eight whiskies is entitled, ‘Legends Untold’.

To celebrate this theme, renowned film and music poster illustrator Ken Taylor, famous for his work of Mad Max Fury Road and with Metallica, has designed a series of ‘Legends Untold’ whisky bottle labels. Eight different mythical creatures feature on the labels which Gravity Road have been able to bring to life through the use of AR technology.

From ‘The Lion’s Jewel’ on the Lagavulin 26yr to ‘The Rogue Seafury’ on the Talisker, each magical illustration tells its own unique story through an illustrious colour palette and dynamic artstyle even prior to the AR experience. 

Via a QR code on the back of each of the whiskies, audiences that can will be taken to an immersive AR experience which brings the mythical legends to life even further. The code takes them on a journey with the creatures, describing each whisky’s background and providing tasting pointers. 

“The complexity and richness of Special Release whiskies deserves a more sensorial  experience to allow fans to savour both brand and product.” Gravity Road co-founder, Mark Boyd, explains, sharing the reasons behind the  decision to go with an AR focused campaign. He continues; ”Augmented reality allows that, transporting drinkers back to the distillery with stories of the whisky’s creation. A heightened experience for discerning drinkers.”

Alongside the dynamic labels, Gravity Road has also produced an accompanying movie-trailer style film, in collaboration with Emmy award-winning Huge Designs, showcasing the characters and teasing the experience.