The Macallan celebrates 200 years with hero films and 3D billboards

Global – Iconic whisky brand The Macallan is marking its 200th anniversary with a groundbreaking campaign featuring two hero films and eye-catching 3D billboards. The campaign, entitled 200 Years Young, will be launched in renowned global locations such as London’s Piccadilly Circus, the Las Vegas Sphere and West Nanjing Road in Shanghai. This celebration also coincides with the release of Macallan’s Time: Space Collection, which introduces two new whiskies, including the world's oldest single malt, aged 84 years.

The two films take viewers on a journey through an alternate reality, where time flows unpredictably, and nature safeguards what is most precious. Through a dynamic blend of characters, animals and plants, the films emphasise Macallan’s deep-rooted connection with nature.

Leslie Davey, The Macallan’s brand director, describes the campaign as ‘an exploration of time – honouring the past while looking forward to the future.’ This initiative reflects a broader trend of whisky brands breaking from traditional branding to appeal to a younger audience, all while preserving the refined legacy of the craft. 

This shift was notably explored in our Five Brands Rejuvenating Whisky report.