Passport Scotch: The brighter side of Scotch

Passport Scotch: The brighter side of Scotch


Passport Scotch wanted to stand out. Choosing not to be pigeon-holed within a category famed for its tweed jackets and pipes – but instead they aimed to buck tradition and attract the attention of a much younger crowd, across multiple territories.


To show that Passport Scotch is a quality, imported whisky that acts differently, we chose to establish Passport as the “Brighter Side of Scotch” – a visual identity, a way of communicating a behaviour.


We created a new identity for them – unusually colourful, vibrant and dynamic – helping to embody the free spirited core values of the brand. Using this identity, we were able to create a suite of own-able social content and with it, a way to take the brand to the next level. Mr. President also collaborated with photographers Ilka & Franz, who helped us serve up an unconventional look and feel to the bottle’s content.


Launching all over the world, Passport now shows the social side to Scotch, on social.

Mr. President

Question bravely.
Answer boldly.

Agency Of The Year, New Year's Honours 2017 - The Drum

Small International Agency Of The Year (Silver) 2016 - Ad Age

World's Leading Independent Agencies 2016 – Campaign