Grant’s Whisky has launched ‘#IOU’, a global campaign designed to move the brand away from its conventional product-led communications to video ads targeted at millenials.
The #IOU campaign has kicked off with a short film distributed exclusively online in the form of PR and social media buys and event activations which will run until 2015.
The video, created by London-based agency FCB Inferno and directed by Bafta-nominated director Yann Demange, followed a group of friends as they supported each other through a series of strange, yet life affirming, experiences with the intention of celebrating the many things that friends owe each other.
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Source: The Drum
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