EWAN'S CUT:
A SOCIAL FIRST CHARITY COLLABORATION

Delivering 70,000+ engagements while raising money for a worthy cause.

IN SUMMER 2024 OUR TEAM embarked on a top-secret mission to the Isle of Arran to film with global superstar Ewan McGregor. Isle of Arran Distillery had a rare opportunity to promote Ewan's Cut, a 26-year-old whisky created with Ewan McGregor.

The distillery welcomed back the renowned Scottish star to their Lochranza Distillery for a truly special occasion. It was there in 1998 that Ewan first visited to toast the inaugural cask of Arran Single Malt. Now, over two decades later, they have reignited their partnership to bottle and auction 150 exclusive bottles from this very cask. All proceeds from this auction will go to Children’s Hospices Across Scotland (CHAS), a charity close to Ewan's heart that provides vital support to children with life-limiting conditions and their families.

The challenge was to drive awareness, engage both whisky enthusiasts and McGregor’s vast fan base and most importantly, spotlight the charity auction of the exclusive 150 bottles benefiting CHAS.

The strategy was simple—create buzz, drive auction participation, and spark conversations around the whisky’s exclusivity and charitable impact.

So how did we do it?

During our trip to the Isle of Arran, we created three high-production captivating video assets:

Tasting Notes: This was a peek into the meticulous craftsmanship and the flavour profiles to expect in every bottle. This gave the audience an insight into the whisky and an opportunity to learn more about its story.

Auction Call: Announcing the CHAS charity auction and encouraging whisky lovers to bid and support. This showcased the human element of the campaign and gave the audience a chance to hear from Ewan himself and his connection with CHAS.

Ewan visits Lagg Distillery: Whilst Ewan was visiting the island, he was welcomed to Arran's sister distillery, where he was presented with his very own first-fill bourbon barrel. This gave Lagg a platform to gain awareness whilst allowing the audience to learn about both brands.

These assets targeted whisky fans, McGregor’s global following, and charity supporters.

The campaign not only sold out the limited bottles but also created a buzz that positioned Isle of Arran as a brand committed to quality, exclusivity, and social good—great for building brand partnerships and attracting new business. Ewan's Cut wasn’t just a whisky release—it was an opportunity to highlight craftsmanship, rarity, and meaningful impact. A perfect example of how a brand can drive customer loyalty and create new business prospects by connecting with consumers on an emotional, charitable level.