Glenfiddich Pitch
Glenfiddich is a whiskey brand with a huge range of products, and whilst they have some (very) expensive offerings - they're most commonly known for their cheap and cheerful options at the end of an aisle in Tesco. Our task was to make Glenfiddich feel more luxury, open it up to a younger and cooler audience, whilst still talking to the maverick spirit of the brand and linking to their platform 'Where Next'.  

Glenfiddich Garages 
Amazon, Nike, Nirvana and Apple all had something in common, they started in a place that allowed them to be bold, and gave them the space to make mistakes - The humble garage. 
We wanted to tap into this, and create the space for mavericks to take risks and not fear mistakes.
Our luxury take on a seemingly lo-fi concept aimed to encourage consumers
to challenge themselves by taking on a variety of passion points,
learning new skills and challenging themselves to push past their
own boundaries - adopting that “where Next” mentality
This garage would host a series of unexpected workshops, encouraging consumers to take a risk and try something new, embracing the potential mistakes to find new passions and skills, whether that be a whisky bar masterclass, a high end culinary school, or an improv acting class

Additionally, the topic of certain classes would remain an unknown, encouraging consumers to challenge themselves, take the plunge and sign up for a secret class with a mystery maverick, with additional mystery classes being made available digitally through a Masterclass partnership.