Enabling a legacy brand to quickly pivot to a global virtual event.

The Macallan


Brand Extension
Web Design
Email Design

The event served as the global unveiling of Anecdotes of Ages, a collection celebrating the legacy and history of renowned artist Sir Peter Blake and The Macallan through 13 one-of-a-kind bottles of whiskey. It was attended by collectors, top-tier media, and influencers, from across the globe on February 18th, 2021.

In partnership with Rochester, NY based MSM, Inc., CURE created a campaign concept inspired by the collection’s collage elements. We then integrated this theme into multiple assets including the virtual event’s landing page, a series of email communications, a photo booth experience, and display screens which served as the various backgrounds and title cards during the live stream.

The virtual event was held in conjunction with Sotheby’s New York to benefit the Guggenheim Museum. The launch unveiled the bottle artwork and included a live Q&A with Whisky Maker, Sarah Burgess and Sir Peter Blake himself. Each of the 13 bottles were available by auction following the event. One bottle alone of 1967 Whisky, was reportedly sold by Sotheby’s for $437,500.


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