THE MACALLAN
A NIGHT ON EARTH
IN JEREZ DE LA FRONTERA
Packaging design and Art Direction for the campaign developed at The Potlatch, for "A Night on Earth in Jerez de la Frontera" by The Macallan. This product is a limited edition single malt Scotch whisky matured in oak casks seasoned with sherry and inspired by New Year's Eve customs. More than a whisky, A Night on Earth in Jerez de la Frontera is an ode to the traditions, art and cultural richness of Spain. From oak casks dressed with sherry to the soul of Andalusia, The Macallan captures the timeless spirit of a Spanish New Year's Eve celebration.
This cherished tradition, observed around the world, combines flavors, rituals and symbolism unique to each culture.
The packaging design unfolds in three levels that invite a unique visual journey. The first level, an elegant side-opening case, gives way to a second level, the bottle container, which opens gently upwards through a tab, revealing the third level, where the bottle of whisky is located. Each stage of this process is part of a narrative journey that accompanies the viewer through the third edition of this exclusive experience.
To add a personal touch, Sherry artist María Melero has designed custom illustrations for the packaging. It is an experience to open the whisky and travel through the vineyards, recognizing the typical tiles of the city of Jerez until reaching the grapes, a key symbol of the celebration on New Year's Eve, to mark the arrival of the first day of the new year.
Inspired by his own memories of the end of the year in his hometown, the packaging evokes the warmth and joy of Christmas gatherings.
The Macallan | A Night On Earth in Jerez de la Frontera
Now in its third year - and the first real-image spot for A Night on Earth - this edition transports viewers to Jerez de la Frontera, Spain, a city closely linked to the craftsmanship of The Macallan. Located in the heart of the renowned Sherry Triangle, Jerez pays perfect homage to the brand's 200th anniversary. Here, The Macallan's exceptional oak casks are cured with sherry wine, encapsulating the art and heritage of this Andalusian region.
New Year's Eve is a universal expression of togetherness: precious moments spent with friends and family, toasting to new beginnings. Generational traditions, passed down through time, are woven into the soul of a place. This spirit of connection is at the core of the spot.
Shot over three days by Producciones Oxígeno of Barcelona, in collaboration with The Potlatch, the film captures the timeless beauty and vibrant culture of Jerez, bringing its rich traditions to life. The original piece is 45" and cutdowns of 30", 15" and 6" in length were produced in 16:9, 9:16, 4:5 and 1:1 formats.
For the key visuals, we designed 3D tiles with a meticulous treatment of real ceramics, achieving authentic textures and finishes with a subtly worn appearance, moving away from rigid or artificial surfaces. These illustrated pieces make up the exclusive pattern present inside the packaging, creating a visual link with the product.
Each tile tells a story, reflecting iconic elements of Sherry and the distillery: the Sherry grapes, the horseshoe, the copper stills, The Macallan distillery in Scotland, the brand monogram and evocative tasting notes such as the pestiños or the honey from the honeycombs.
Throughout the graphic campaign the tile frame becomes a central element of the visual narrative, weaving a link between the origin and tradition of Jerez and elevating the story behind every detail.
The graphic campaign was developed in an extended way, covering an extensive list of pieces, with more than 4000 deliverables from standard digital, static pieces, formats for social media, through OOH pieces and pieces for print or PR.
In addition, all creatives are available in both closed pack and open pack versions, giving each market the flexibility to choose the most suitable option for publication with the relevant guidelines and graphic transcreation guidelines.
To amplify the impact of the launch in the EMEA and APAC markets, a careful Art Direction and Product Photography was carried out. On the one hand, the collection of environments integrating the product and the whisky's tasting notes - peeps, grapes and aniseed - in some of the filming locations.
And on the other, the lifestyle scenes evoking the magic of New Year's Eve celebrations, the perfect time to enjoy The Macallan's A Night on Earth. All images were produced in 16:9, 9:16, 4:5 and 1:1 formats, optimized for versatile and immersive digital and print visual communication.
The photography, by Rita Puig-Serra, masterfully captures the visual and narrative essence of the campaign, fusing art and authenticity.
Launch coverage of "A Night on Earth in Jerez" garnered more than 40 publications in high-profile media, with press highlighting the film's artistic direction and narrative impact. Robb Report, Whisky Magazine and The Spirits Business highlighted its role in The Macallan's 200th anniversary celebration, while Lux Exposé, The Luxury Editor, Tatler and Harrods praised its impeccable visual execution. In Spain, media such as Diario de Jerez, La Voz de Cádiz, Vanity Fair and ABC highlighted its cultural tribute to Jerez.
On digital platforms, the film generated a great response, connecting with whisky enthusiasts, luxury lovers and culture enthusiasts. The social media campaign through The Macallan's official account (with 646K followers) reached over 60K views, reflecting strong public interest and interaction. The social media interactions, including shares, comments and discussions, cemented The Macallan's legacy of innovation and storytelling.
Art Direction | Branding | Design | Packaging | Visual | Advertising | Advertising |
Senior Art Direction & Design: Claudia Burbano de Lara | Senior Copywriter: Camila Zagarzazú | Agency: The Potlatch
