Global storytelling for The Macallan

Masters of Photography

Masters of Photography is a celebration of the world’s greatest photographic artists and our client, The Macallan, has a long-standing association and partnership as a sponsor. We were asked to turn the event into an integrated, socially connected experience.

Brand awareness at the heart

The aim was to increase awareness and reach of The Macallan among consumers of premium spirits, particularly single malt drinkers, and to win new fans with an exciting, engaging digital platform.


In previous years, the event had been supported by a photography competition, and we decided to turn this competition element into a storytelling platform, inviting people from all over the world to share their stories and images.

Do you have a similar challenge?

We thought outside the box for The Macallan, delivering a memorable, shareable event while pleasing old friends and winning new fans. Perhaps we could do something similar for your brand?

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Working with the world's finest photographers

Working with Annie Leibovitz, the storytelling platform featured her exclusive portraits and invited entrants to encapsulate their stories in a single word. In the following editions, the platform connected work by Albert Watson and Rankin with moving personal stories from participants.

The (even-bigger) picture

To achieve this concept, we created a site that invited people to submit, view and vote on submitted stories. As people voted, the image grid displaying entries transformed. The isotopic design enabled images to grow in relation to the number of votes cast. The more votes an individual picture received, the bigger it became on the site.

Global popularity

Planned to run for just one year, the campaign was so popular the client decided to run it for three, reaching new and established audiences in the UK, the USA, Russia, and across Asia.

“A powerful brand campaign that had the legs to go further than we ever imagined.”