Laphroaig whisky to project Tweets as part of 200th anniversary campaign

Laphroaig, the Scottish whisky, will project opinions of the brand sourced from Twitter onto its distillery wall, to celebrate its 200th anniversary.

Laphroaig: celebrates 200th anniversary with Twitter campaign
Laphroaig: celebrates 200th anniversary with Twitter campaign

The campaign called "#BigOpinions" will kick off tomorrow. Laphroaig will select the best tweets – both positive and negative – from 21-25 July and will project them onto its distillery in the Isle of Islay, on a space measuring 20 metres in length.

The brand will take pictures of each tweet on the wall and will send them to the person who submitted them through Twitter, to encourage them to share it on their social channels.

The best 200 Tweets of the year will also be written on individual tiles on a wall at the distillery in Islay. The aim is to connect Laphroaig drinkers across the world with the whisky’s Scottish home.

This is the latest activity in the "#OpinionsWelcome" campaign that kicked off last year. The campaign encourages people to share their opposing views of the strong-tasting whisky.

Previous opinions include, "Smells like medicine. Tastes like soil. My whisky of choice," and "My friend the oceanographer said it tasted ‘like dead fish,’ I was hooked."

So far, the campaign has received more than 8,200 opinions from people in 80 countries.

White Label, the whisky’s lead global creative agency, created the campaign.

Greg Saunders, the creative director on the campaign, said: "Laphroaig has been dividing opinions for 200 years. It is a whisky that evokes strong opinions, from friends and foes alike.

"Our #OpinionsWelcome campaign is a simple reflection of this brand truth. The campaign is an honest and open armed invitation for people to register their genuine opinions on Laphroaig whisky, and a platform on which to celebrate them all."

The projection is being handled by Projection Artworks. Because the project takes place on the remote Isle of Islay, the company is using a Europasat satellite to ensure it has adequate bandwidth, rather than relying on existing infrastructure.

 

This article was first published on www.campaignlive.co.uk


Recommended

Two princes, one advert, no winners: the programmatic problem

'Humans' ad stunt had 'profound' effect on viewing figures, says C4 chief

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).