Haig Club has unveiled its latest print campaign, ‘Make Your Own Rules’, starring brand partner, David Beckham.
Building on the Haig Club TV commercial released last year, the new print campaign continues to challenge some of the more traditional myths surrounding Scotch, encouraging people of legal purchase age to consider whisky in new ways and occasions.
Shot by renowned New York fashion photographer Cass Bird, the campaign features a series of three print ads, each with a tag line that challenges a common myth about Scotch.
“One of my favourite things about Haig Club is how it dares to be different. With this new campaign we wanted to encourage people to enjoy Scotch the way they want to,” said Beckham.
The first ad, “Who says whisky is for quiet nights in?” shows Beckham with a group of people in a small bar enjoying a lively night out. The second ad shows Beckham creating a Haig Club cocktail to challenge the myth that whisky can’t be enjoyed with a mixer. The final ad presents a different approach to how and where whisky would traditionally be enjoyed, and shows a group of friends including Beckham with Haig Club Clubman and cola cocktails by a poolside.
“It was a pleasure working with Cass and she perfectly captured the spirit of Haig,” Beckham added.
The new campaign images also feature a redesigned brand logo, which includes the creation date 1627 of the historic whisky house, with the Haig heritage going back almost 400 years.
Ronan Beirne, global brand director for Haig Club said: “Our philosophy on Haig Club has always been that our versatile delicious whisky is prefect for making your own rules on how, where & when to enjoy it. This campaign is a continuation of that belief and it was wonderful spending time with David & Cass bringing to life that belief in this campaign.’’