The Macallan Whisky commissions photographer Annie Leibovitz for its third Masters of Photography series
For its third instalment for the Master of Photography series, from luxury whisky producer The Macallan, which has seen well-known photographers commissioned to interpret the whisky through their camera lens. The series has been made popular with previous participation from photographers Rankin and Albert Watson, with the latest collaboration coming from Annie Leibovitz.
The creative strategy behind this year’s edition, developed by creative directors Valerie Wickes and David Arnott from London-based VIEW, had one aim: to convey the emotional power of the brand as the ultimate luxury spirit.
The advertising campaign entitled ‘The Last Word’ sees Leibovitz bring to life the essence of the brand through her unique photographer’s eye, with Scottish actor Kevin McKidd as the subject. It marks a rare brand collaboration for Annie Leibovitz, who has created the series’ first colour photographs. She commented “that warmth and richness is what I tried to bring to the photographs.”
The Macallan Masters of Photography: Annie Leibovitz Edition comprises 1000 limited edition bottles, of which there are four different versions. Each bottle contains one of four unique single malts, crafted to reflect the mood of the signed Annie Leibovitz print that it is paired with.
Ken Grier, director of malts for The Edrington Group, said: “Working with one of the world’s most influential photographers has exceeded all expectations. It reflects the scale of importance for this campaign and for the brand.”
Additional promotion for The Macallan, distributed by Maxxium UK, will come from a tour of New York, Hong Kong and Moscow, attended by Annie Leibovitz and Kevin McKidd, taking The Macallan Masters of Photography once more to a new level.