Comms strategy, creative direction, concepts, copywriting,
I looked after Whyte & Mackay for over four and a half years. Helping to define their brand and campaign strategies, setting their TOV, and ensuring all their comms punched way above their weight. And whilst I was never a fan of the ‘Surprisingly Smooth’ end line and positioning I inherited from their previous agency, I think I was still able to create some standout work during that time.
My favourite project ‘Stay Smooth, Glasgow’ saw us produce a high-end magazine, stage an exhibition in a disused swimming pool, take that exhibition on-street with runs of 28 consecutive poster sites, and place a ‘talking’ mirror that complimented passersby on the streets of Glasgow. The campaign was extended in the 2nd year to include the smooth people of Edinburgh. There are some stills from the campaign, some spreads from the magazines, and a case study film from year 1 below.
British & Irish Lions sponsorship
As the ‘Surprisingly Smooth’ whisky, Whyte & Mackay took it upon themselves to smooth things over between the 4 nations that make up the British and Irish Lions and are normally sworn sporting enemies. I wrote & directed a series of content films for the campaign, including this one right here.
These are two of the original four idents I created for the brand’s sponsorship of ‘Characters on Dave