Brand Strategy | Print | Film | Digital | Experiential
The isle of Jura is a unique place, full of myth and legend. It has just one road, one pub, and one distillery. Sitting off the west coast of Scotland, it was once described by George Orwell – who happened to write 1984 whilst staying there – as ‘the most un-get-at-able place on earth’.
There is a symbiotic relationship between the island, its inhabitants, and the distillery that further adds to the unique story of the place, with the human population dwindling to little over 100 in the aftermath of the original distillery being closed down. Since it’s rebirth, the island is once again a thriving community, and in launching the brand to a US market, this authenticity was paramount to our approach.
We teamed up with world renowned photographer David Guttenfelder, and gave him a simple brief. Bring us back the real JURA, and help bring to life our 'A Long Way From Ordinary' positioning.
Did it work?
The brand has just launched in the US to huge fanfare, with a nationwide tour of David's work accompanying the launch, and a raft of other experiential activations to help engage US drinkers in this amazing brand.