We brought Pernod Ricard's newly refreshed Passport Scotch to life with an engaging brand world inspired by discovery, for a global millennial audience of experience seekers. We spotted an opportunity in Passport's unique blend of youthful free-spirit and traditional values. Key audiences were those living in the here and now, millennials seeking out new and enriching experiences over the physical things in life.
Positioning Passport as an antagonist in the ever-traditional world of whisky, making a typically inaccessible category accessible. Throughout creative, tradition is balanced by the unconventional with cues of quality and provenance offset by graphics inspired by travel and discovery. Working with one brand so extensively across a number of touch points has been such a great experience for the whole team.