FIRST LAPHROAIG
Client Laphroaig
Role Creative, Art-direction, Design
Year 2020-2022
Tasked with moving Laphroaig’s brand image away from its divisive nature without losing its sense of attitude we devised a creative based on its unforgettable flavour capturing peoples first reaction. Details on the directed campaign shoot can be viewed here. The new campaign continued Laphroaig’s history of bold black and white type but with a renewed human focus utilising the portraits, this was primarily to support the TVC with designed assets spanning above and below the line executions globally.
Due to the huge success of the ‘First Laphroaig’ campaign there was a reticence from the brand to let it go even in light of it’s 2022 rebrand, as such we were asked to keep the core of the creative but follow it up with a second shoot to broaden it’s diversity and update the campaign look and feel to match the new re-brand. We created a clean break by opting for full colour photography that tied more into the brands warmer new direction and built out a framing device to give assets more breathing space and a modular structure to aid global market execution. The result was a contemporary and textured re-design that kept the core of the creative whilst maintaining relevance to the changing brand.
