Macallan | An Invitation to the Past

Creative Strategist: Kenie Kwon

Creative Agency: BBDO Taiwan

Production: Don’t Believe in Style

Luxury retail industry has always been the biggest fan of promo events— VIP parties, art exhibitions, or runway shows. During the pandemic, social-distancing makes it difficult to invite physical participants to the venues. Although physical events can be broadcasted online, the audience reach and engagement rate are still low without enough immersive human interactions.

We decided to help Macallan become one of the firsts among spirit brands to invest in metaverse, by turning the physical event into a XR-viewing gallery with multiple dimensions of storytelling— where the brand can mount exhibitions for immersive effects on their signature bottle, educate visitors about how the whisky has been made since 300 years ago, and display the products in an old-fashioned bar environment.

AR ads & 360 ads become the doorway to tease consumers into the metaverse, which could be accessed through mobile, desktop and/or VR device like Oculus, thanks to WebGL. 

Audio (Podcast narration led by DJ, ambient sound, orchestral music) weave all assets closely together, guiding audience through a synchronise storytelling as they are off to explore the branded world on their own.