The 54 Year Old release marked a milestone for Highland Park: its oldest and rarest whisky to date, priced at £34,000 per bottle. The challenge was not only to communicate luxury, but to do so with the emotional weight and cultural depth the whisky deserved. Highland Park needed a campaign that resonated with affluent, knowledgeable experience seekers across global markets—people who care as deeply about origin and story as they do about rarity. Every creative decision had to strike a balance: between regulation and resonance, heritage and modernity, product and place. This wasn’t just a bottle launch—it was a legacy moment.

We took it back to where it all began - Orkney. Every part of the Highland Park 54 Year Old is shaped by the island, so we made it the heart of the story. We filmed on location to capture its wild beauty, using the landscape as both backdrop and symbol. An original score from a local composer gave the film emotional depth and cultural authenticity. Alongside the main brand film, we produced two supporting videos: one showcasing the people behind the craft, the other highlighting the details of the decanter and case. All content was adapted to meet global ad guidelines.

In the first month alone, the campaign reached over a million people, with the main film clocking more than 100,000 views. Across social, digital and out-of-home, 60 content assets were delivered—each adapted to respect local alcohol guidelines while preserving the creative intent. More than a product push, the work positioned Highland Park 54 Year Old as a beacon of craftsmanship, heritage, and emotion, connecting with collectors, connoisseurs and design lovers around the world. The campaign didn't just announce a rare whisky—it reinforced Highland Park’s standing as a brand that distils place, story and time into every drop.