News:

The Macallan Initiate Cutting Edge In-Store Holographic Campaign

When:28.10.2011

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This week, The Macallan, one of the world’s leading single malt whisky brands, launched a unique 3D holographic point of sale campaign promoting its exclusive travel retail range – The Macallan 1824 Collection.

Inition worked with brand owners The Edrington Group to produce the innovative 3D campaign for use by Maxxium Travel Retail, the European marketing and distribution company. The creative, tells the story of the whisky from its heritage in the Scottish Highlands to the unique Macallan distillation process. The campaign features the product itself with 3D animations appearing in and around The Macallan 1824 limited release decanter.

The Macallan display

Inition’s 3D artists worked with existing assets to create the CGI content from 3 different perspectives to allow the footage to be viewed from all angles. Each stage of the distillery process is visualised from barley fields to quality oak casts, to highlight the processes that contribute to the colour, aroma and flavour of The Macallan, as the tagline states “All our experience distilled into one special collection.”

The unique point of sale displays can be seen at point of sale locations in Amsterdam Schiphol Airport and at The Macallan distillery in Speyside, Scotland.

Mariska van Beukering, European Marketing Manager at Maxxium Travel Retail commented: “We are always looking to reach consumers in new and interesting ways and this holographic display certainly delivers a novel and captivating point of sale display.”

Patricia Lee, Marketing Assistant at The Edrington Group commented: “This innovative holographic promotion really delivers the wow factor at the critical point of sale. The visual impact of the holographic imagery succeeded in grabbing the attention of shoppers and allowed us to tell the story of The Macallan in a unique and engaging way.”

The Macallan In-Store 'Holographic' Campaign from INITION on Vimeo.