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  • Writer's pictureDonavan R

Diageo Launches First-Ever AR Campaign for 'Legends Untold'

As more brands take on Augmented Reality (AR) based campaigns, distilling giants Diageo launches an AR campaign for a series of special collectors' edition whiskies paired with a launch film created by Gravity Road. Every year Diageo curates a Special Releases collection of aged, rare and sought-after whiskies, often from famous distilleries. The highly collectable bottles are numbered and this year’s series of eight whiskies come under the banner ‘Legends Untold’.

The Legends Untold theme is reflected in the whisky bottle labels, designed by renowned film and music poster illustrator Ken Taylor (Mad Max Fury Road, Metallica, Queens of the Stone Age). Taylor created eight mythical creatures for the collection and Gravity Road is bringing these legends to dynamic life with AR for the first time.

The line-up of mythical beasts is as follows:

The Lion’s Fire (Lagavulin 12yr)

The Lion’s Jewel (Lagavulin 26yr)

The Rogue Seafury (Talisker)

The Tale of The Twin Foxes (Oban)

The Scarlet Blossoms of Black Rock (Cardhu)

The Siren’s Song (The Singleton Glendullan)

The Moonlit Beast (Mortlach)

The Spring Stallion (Royal Lochnagar).

Each whisky comes with a QR code on the back, which, upon scanning, takes the user through an immersive AR journey, bringing the mythical legends to life and as they learn about each whisky’s background with taste-pointers. Adding to this, Gravity Road also produced a movie-trailer style film, in collaboration with Emmy award-winning Huge Designs, showcasing the characters and teasing the AR experience.

The AR connected packaging and launch film form part of a global toolkit for Diageo’s Special Release 2021, and it is supported by an influencer program, as well as a media partnership with HypeBeast, consumer and trade PR, tasting events and on-trade activations.

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