Company: MASTER FOR YOU AGENCY, Barcelona, Spain
Company Description: WE ARE A UNIQUE AGENCY SPECIALIZED IN THE SEARCH AND MANAGEMENT OF MASTERS WHO DEVELOP BREAKTHROUGH PROJECTS FOR A BRAND
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Beverages - Alcohol
 Nomination Title: The Macallan: The Harmony Collection Rich Cacao
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
https://vimeo.com/689246960 (password: MFYAwards2022)
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 83 words used.
This project aims to communicate sustainability and inspire consumers in a gentle, engaging and fresh way. The Harmony project embodies this spirit, especially through the product that makes it unique, respecting fair trade, nature and small farming communities. The result is a perfect pairing with cacao and a unique new life for waste cacao husks. Working with top brand collaborators such as Master chocolatiers Jordi Roca and Damian Allsop, The Macallan seeks to be a reference in sustainability and ensure a better future.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 158 words used.
To launch this platform, we created a new, playful and luxurious world to inspire our consumers: a new territory to give new life to cacao and show that a more sustainable future is possible. This world was shaped in a full CGI movie featuring Jordi Roca to showcase its creativity, innovation, sustainability and fun.
We created the recycled cacao husk pack as a tangible symbol of the brand’s commitment. We also launched a unique pairing with cacao bonbons based on the exact whisky tasting notes created by Jordi Roca and Damian Allsop, and a toolkit to create events in experience on global brand markets.
We sought to create a new global platform for the brand around sustainability and innovation. Under the concept and name of Harmony, and starting with the cacao world, every year we will choose an ingredient that fits with whisky profile and create a new universe of content to communicate the mastery of The Macallan.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 95 words used.
We created a complete content platform for the global launch of The Macallan Harmony Cacao with:
-The main launch movie
-Content series capsules with the key pillars: whisky, pack and pairings
-An exclusive pairing with cacao as the main ingredient
-Recycled pack made from the waste material of the ingredient (cacao husks)
- Ideation of the worldwide experiential events
- Global guidelines for the product and platform
- Creation of masterclass for markets to do the pairings
- Photo shoot and key visuals for the launch and platform
Results:
2,8Mio Impressions; 53K Engagement reach; 3K Visits to Website
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 24th 2022
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