The Scotch whisky maker's "Where Next?" campaign, which reimagines its stag icon as a symbol of the challenging journey of growth, features a short film and accompanying social, digital, OOH and print advertising.
Created by London-based creative agency Space, the campaign will see a unification of Glenfiddich's communications and marketing and aims to grow awareness and market share in an increasingly competitive category.
Glenfiddich claims that its history and position as the world's most awarded single malt Scotch whisky shows its ability to continually challenge itself to break new ground - the spirit of the "Where Next?" campaign.
Space's global campaign uses the brand's icon, the stag, to explore ideas of rebirth and renewal. Each year a stag loses its antlers, leaving it potentially vulnerable, but each year they grow back again - a metaphor for the continual need to embrace risk to grow stronger.
The 30-second film, produced by Independent Films and The Mill as part of the campaign, has been filmed in a documentary style and features the stag in its natural Highland habitat.
Initially rolling out across India, China, Australia, Taiwan, Korea and the USA, the "Where Next?" cmpaign will have its European launch, including in the UK, in the first quarter of 2021.
Space has worked with Glenfiddich for four years, developing global brand comms and campaigns including the Experimental Series and the 2018 Challengers Welcome campaign in emerging markets
Claudia Falcone, Glenfiddich global brand director at William Grant & Sons, said: "We are excited to launch this bold new direction and a unified single creative proposition for Glenfiddich across the world. We worked closely with Space to understand the mindset of our customers and what it is that makes them - and us - stand out from the crowd.
"The idea is about challenging yourself. It's incredibly important not to rest on your achievements and to always look to what comes next, a way of thinking that has driven our brand's success."
Greg McAlinden, executive creative director at Space, adds: "From William Grant & Sons' first distillery, to increasing production during Prohibition, to defining the single malt whisky category as we know it today, Glenfiddich has innovated by continually going out on its own. This was the perfect opportunity to reintroduce the brand's stag icon as a symbol of that mindset and a reminder of the need to shed our armour in order to grow."