|
Michelle
Dockery, star of Downton Abbey heads
Glenfiddich campaign to challenge
stereotypes.
Glenfiddich has revealed a new campaign
with award-winning actress Michelle
Dockery. The Essex-born talent features
as a woman confident in her stride, full
of power and poise, captured in striking
still images by VOGUE photographer and
activist Misan Harriman at Lyaness in
London.
A gifted actress, singer and champion of
female empowerment, Michelle's diverse
body of work and life experiences embody
Glenfiddich’s maverick spirit. Having
forged her own path, Michelle
personifies Glenfiddich’s history of
challenging itself to break new ground,
by continuing to ask where next? This is
the ethos that continues to drives its
reputation as the world’s most awarded
Single Malt Scotch Whisky.
Famed for her diverse roles, from the
headstrong Lady Mary in Downton Abbey,
to the no holds barred female lead
Rosalind Pearson in The Gentlemen,
Glenfiddich, together with Harriman, has
reimagined whisky imagery through a
contemporary lens, with Michelle at the
forefront.
Captured in a bright and natural
environment, the vision was to progress
the perception of whisky to new
audiences, breaking the mould to
encourage greater gender inclusivity in
the industry. Each facet of the creative
was chosen to reflect a modern woman
making her own choices, with femininity
reflected in styling of soft fabrics and
relaxed tailoring.
Talking of her involvement in
Glenfiddich’s campaign, Michelle
commented: “I am thrilled to be a part
of Glenfiddich’s new campaign which
celebrates mavericks. That’s what drove
me to be a part of this latest campaign.
The shoot is authentic, it reflects a
modern woman making her own choices:
being both feminine and strong, while
enjoying whisky.”
Maria Ropero-Ortiz, Senior Brand
Manager, Glenfiddich, said: "Michelle
Dockery is a change maker in her own
right. She perfectly embodies the
distinctive, inclusive and confident
nature of Glenfiddich. With her
resilience and enduring spirit, Michelle
shows that self-assurance and quiet
confidence speak volumes. She is a
powerful representation of our brand,
inspiring greater conversations and
considerations of women in whisky."
The campaign features Glenfiddich Grand
Cru 23-Year-Old, a rich and indulgent
single-malt whisky which enjoys long
maturation in American and European oak
casks before finishing in rare French
cuvée wine casks that used to house the
world’s most extraordinary wines.
This project is part of Glenfiddich’s
Where Next, a global campaign
communicating the uncertain and
challenging journey of growth. A bold
new direction for Glenfiddich, the Where
Next platform unifies the proposition of
the brand across the world as it steps
forward with strength, serving a
reminder to its audience: the shape
shifters, game changers and mavericks of
the world, that we need to shed our
armour in order to grow.
Glenfiddich Grand Cru is available for
purchase online RRP £220 (70cl) from
specialist online whisky retailers such
as
The Whisky Exchange,
The Whisky Shop and
Master of
Malt
|
