The Brief

Develop a nationwide advertising campaign to support Glenfiddich’s sponsorship of the Walking With The Wounded South Pole Expedition’s UK Team

The Solution

An engaging campaign that would inspire and support the expedition whilst delivering a strong brand message conveying the ethos and values of the whisky.

Captive Minds began the creative process with an evaluation of the multifaceted messaging the campaign needed to convey. It was important to build upon the previous years “pioneering spirit” campaign and look to bring people closer to the UK team to show their support. Key to the campaign was an image that conveyed determination, leadership, teamwork and the freezing conditions that Team Glenfiddich would face in Antarctica.

The Captive Minds team spent a week on an Icelandic glacier with the team to capture not only the perfect image for the campaign but collateral that was integral to aligning PR, marketing and social media strategies. The final creative was developed by the design team led by Creative Director Simon Baird; “The story of these individuals is very emotive. We wanted to match the compelling image with a message that would inspire and drive people to support the UK Team.”

Subtle details in the creative, such as using ice cap satellite imagery to create the slight texture on the typography, parallels the craftsmanship and attention to detail that makes Glenfiddich the world’s most awarded single malt.

The campaign was rolled out across all major cities in the UK to coincide with the international departure event in Trafalgar Square. The ‘No Ordinary Race, No Ordinary Team’ campaign blanketed outdoor and digital media, Underground stations and major national newspapers culminating in a final bespoke good luck message for Team Glenfiddich on route to the airport.


Brand Values
Captive Minds produced an inspirational campaign from concept to execution delivering a strong, on-brand message and personifying the essence of the expedition and Glenfiddich’s sponsorship.

Public support for Team Glenfiddich was overwhelming. People embraced Team Glenfiddich on social media using #teamglenfiddich, hand written messages of support were sent to the team and many used the Glenfiddich flask to take part in their own challenge to raise funds for the charity.

The campaign extended successfully above and below the line with On-trade and Off-trade promotions, digital takeovers and marketing collateral.