The Glen Grant brings elegance of Scotland to Melbourne in new campaign via Eleven PR

For World Whisky Day, The Glen Grant single malt scotch whisky, in partnership with Eleven, is bringing the elegance of Rothes, Scotland, the home of the distillery, to Melbourne by creating an artwork inspired by the terrain and grandeur of the Speyside region.

The local campaign is being amplified through The Glen Grant’s owned and earned channels, featuring a hero film, a series of compelling assets of The Glen Grant range and highlighting Loop Roof Melbourne as the partnering on-premise venue.

The bespoke art installation, aptly named “The Living Landscape”, was made in partnership with Melbourne-based contemporary land and light artist James Tapscott to bring the elegance of Scotland to Melbourne. Tapscott is known for his creative use of mediums, fusing earth, air and water to transform spaces.

The artwork is made entirely of flora and copper, designed to grow and evolve in nature after its installation. The installation that flows throughout the entire Loop Roof takes creative cues and motifs from the home of the distillery from its natural surroundings down to the distilling process.

Aussies are invited to take in the elegance of Scotland and the artwork’s beauty over a wee dram and celebrate World Whisky Day at Loop Melbourne, where there will be a bespoke whisky tasting of the range.

Says James Tapscott: “There is a refinement about the distillery, from the greenery, the flowing rivers, to the slender copper stills that distil the whisky. What stands out immediately is the blend of natural phenomena and I wanted to capture this in my artwork. I chose elements that embody this essence, like copper, light, moss, vines, and grass. In its simplicity, The Living Landscape is a visual representation of the distillery’s natural surroundings and its elegantly smooth taste.”

Says Paolo Marinoni, marketing director – Campari Australia & New Zealand: “The Glen Grant is known for its golden liquid and elegantly smooth taste that has been inspired by and made from the distillery’s natural surroundings for over a century. From the natural spring water fresh from the Scottish Highlands down to the oak casks, we wanted to bring the elegance of Scotland to Melbourne.

“In the same way James ‘The Major’ Grant drew inspiration from nature to create a truly unique whisky, The Living Landscape is also inspired by the distillery, from its surroundings down to the distilling process. We invite Aussies to enjoy a taste of Scotland at the free whisky tasting this World Whisky Day.”

Says Edwin Concubierta and Ekin Gunes, creative team, Eleven: “The Glen Grant celebrates creators who are inspired by the nature around them to create designs of elegance. The City of Melbourne, just like The Glen Grant also actively encourages elegance, ingenuity and creativity. They don’t just talk about it, they embrace it and allow it to grow organically. Which is why Melbourne and Tapscott were the perfect match to bring a piece of Rothes, Scotland to Australians.”

The Living Landscape will live at Loop until the end of May. To toast World Whisky Day (Saturday, 15 May), there will be a whisky tasting event of The Glen Grant range. Tickets are $25 including tastings and food and are available from www.looprooftopbar.com.au.

Brand: The Glen Grant
Artist: James Tapscott
Creative and PR: Eleven