Design experts in the luxury and premium spirits space, Lewis Moberly has created a digital-first campaign for the Lambay Castle Prestige Edition, unlocking the hidden secrets of the island on which the whiskey is made and bringing to life the brand’s provenance through rich and evocative storytelling.
Created through a collaboration between Camus (Cyril Camus), the world’s leading family-owned cognac producer and the Baring Family’s Revelstoke Trust (Alexander Baring), Lambay Irish Whiskey is a combination of centuries-old Irish whiskey making experience and five generations of French Cognac blending and maturation expertise. Both men have ancestral lineages and came together to create a unique Irish whiskey with a difference.
The legend of Lambay
The collaboration between Camus and the Baring Revelstoke Trust is inspired by and named after the island of Lambay, Ireland. This unique location, off the coast of Dublin, is a private wildlife sanctuary owned by the Baring Family since 1904. The island is a Natura 2000 wildlife reserve complete with puffins, bees, butterflies and unexpectedly – a troupe of wallabies.
Lambay Whiskey is crafted with water from Lambay Island’s Trinity Well and finished in French oak cognac casks, sourced from the world-renowned cellars of Maison Camus, France.
Lambay Castle on the island, was once an old fort dating back to the 14th century. It was rebuilt between 1910 – 1911 in the Arts & Crafts style by world-famous architect Edwin Lutyens.
Embracing the myth surrounding the island, the Castle Prestige Edition connects the unique craft behind the 20-year-old single malt Irish whiskey together with the wider brand world of Lambay and its island provenance. It is this unique synergy of craft and environment that makes the brand so distinct, with the whiskey being infused with rich micro-climate elements that permeate the casks while they ‘sleep’ on the island.
A sense of exclusivity
Lewis Moberly’s ‘Unlock The Untold’ campaign reflects Castle Prestige Edition’s distinctive positioning as the most premium expression of the Lambay brand and links the product’s characteristics together with the personality of the island.
Aiming to resonate with the discerning consumer, a key located on pack unlocks exclusive access to a bespoke microsite bringing the world of Lambay and all its eccentricities to life while inviting customers to explore the island remotely.
Lewis Moberly has crafted a distinctive ‘keyhole’ visual identity deployed across all communication assets to support the ‘Unlock The Untold’ messaging. Customers are enticed in and encouraged to find out more about the brand and the island as well as the limited number of products to be released in this most exclusive launch.
Emily Fox, Creative Director at Lewis Moberly commented:
“Our ‘Unlock the Untold’ campaign has allowed us to bring Lambay’s rich, powerful and sometimes quirky story to life through a compelling brand narrative. We worked closely with the family, visiting the island and even staying in the castle, to truly understand what makes the brand so distinct and unique. Our aim was to offer Lambay connoisseurs an exclusive connection to the brand and its island provenance.”
“In a constantly evolving world of brand communications, our campaign blends the physical quirks of Lambay into a digital world that consumers can fully immerse themselves in.”
Sabine Sheehan, Senior Brand Manager & Global Brand Ambassador at Lambay Irish Whiskey Company added:
“It was a joy to collaborate with the Lewis Moberly team to create an exclusive experience for Lambay’s global consumer base, allowing them to come closer to what makes their favourite whiskey so unique. The campaign perfectly captures our premium Castle Prestige Edition, shaping an evocative narrative that reflects the unique characteristics of the 20-year-old whiskey and giving our customers a key to the mysteries of Lambay.”
Source: Lewis Moberly