Glenmorangie’s ‘Once Upon a Time in Scotland’

Glenmorangie's "Once Upon a Time in Scotland" campaign, directed by Joel Edgerton, is a witty and unconventional exploration of the brand and its Highland home. Designed to playfully challenge traditional whisky tropes whilst emphasising the brand's authentic roots in the north of Scotland, and its commitment to quality, the campaign showcases Glenmorangie's unique heritage, landscapes, people and craftsmanship.

The campaign features iconic actor Harrison Ford as he journeys through the Highlands, experiencing the world of Glenmorangie first-hand. Key visuals and product shots capture Harrison in iconic Scottish settings, including a traditional castle and a scenic mountain top. A central hero video and a series of 12 full-length episodes document Harrison's experiences, from meeting the Glenmorangie Distillery team to sampling the brand's signature whiskies.

Visually, the campaign is both striking and cinematic. Harrison is seen reluctantly trying on a kilt, forging friendships with the locals, and exploring the great outdoors, reinforcing Glenmorangie's deep connection to its place of origin, in a humorous way.

The campaign's off-script style and witty tone make it a stand-out campaign. By playfully challenging conventional tropes of whisky advertising, Glenmorangie appeals to a global market whilst remaining true to its core values. "Once Upon a Time in Scotland" celebrates design excellence by seamlessly blending humour, authenticity and visual appeal to create a campaign that is both memorable and effective.