For several years, The Macallan has been creating a global event called Masters of Photography.
A celebration of the craft, the event has featured some of the world’s most celebrated image-makers including Rankin and Albert Watson. The Macallan commissioned Annie Leibovitz to lead the charge for 2011. She created four portraits of Scottish actor Kevin McKidd entitled ‘The Last Word’.
We were asked to turn this event into an integrated and socially connected experience.
The aim was to increase awareness and reach of The Macallan among premium spirit and single malt drinkers. And to create new fans with an exciting and involving digital platform, ensuring long-term brand loyalty and growth.
In previous years, the event had been supported by a photography competition.
We decided to turn this competition element into a storytelling platform and invite people from all over the world to share their stories and the images that captured their heart. Building on the title of Annie Leibovitz’s portraits, we invited entrants to encapsulate their stories in a single word.
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 based to the number of votes they received.