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Great Legacies

Matching the previous tagline of the brand; “Father of Bourbon”, with the newly defined striver personality “Greatness Within” - we merged the two to bind the brand’s past with the new, in a digital campaign for Father’s & Mother’s day that celebrated the legacies of the parents and role models that inspire us.

With a microsite we created a hub where we spotlighted consumer’s parents and role models through crafted stories made of submitted material, ranging from videos featuring influencers and consumers alike, to a wall of images with submitted testaments to predecessors.

To convert sentiment to sales, the site featured a custom label maker, for creating personalized labels for Elijah Craig bottles for free - as a gift for your mother or father figure and a way to give your thanks.