Quantum
Client - The Glenrothes
Agency - Potlatch
Creative Direction - Xavi H., Ramón B.
Art Direction - Arnau A.
Copywriting - Àlex Ardid
Photography - Andrea Bielsa
Music - Temple Rat
Production - Andrea Bielsa
Quantum is the first campaign that The Glenrothes has launched in the Chinese market. It is his letter of introduction and for this he has prepared a 40-year-old with just over 1,500 bottles.
To talk about the cultural mix between East and West, we work with the Qing color as a campaign umbrella. Qing color is rooted in oriental tradition and culture. On the other hand, we combine the reflections of the bottle, meaning knowledge, with rocks or wood. Elementary natural parts.
For the realization of this project we had the photographer Andrea Bielsa, who understood the objective of the campaign capturing the essence of The Glenrothes and the oriental destination by playing only with three graphic elements: the Qing color, the bottle and the related element.
With this look&feel, we gave life to these images with audiovisual pieces. In this case, together with Andrea Bielsa, we divided the pieces into two phases: teaser and release.
In the first phase (teaser), the bottle appears as a shadows and reflections on top of objects, creating an illusion of expectation. We gave prominence to the context and the Qing oriental electric green color. In the second phase (reveal) we place the bottle in the center of the composition, focusing the entire campaign on the product.
