Thursday, 20 June 2013

3-Bee Printing: Clever Advertising

3-D Printing. Who hasn’t heard of 3-D Printing? I can tell the hot-topic is on the minds of the creative team at Dewar’s Whiskey, and they’ve very cleverly jumped into the bandwagon with their campaign for the new Dewar's Highlander Honey.

The very cinematic clip depicts “The sweetness of honey. The bite of 80,000 bees.” The ‘trailer’ is for a documentary on the process of how the bees build real sculptures out of natural honeycomb. Part nature, partly encouraged by designers, you can say this is co-creation taken to another level!

This ongoing project shows how brands can still stay fresh and relevant, even if they are for something as old and classic as whiskey. Started in 1846, the Scottish whiskey is now manufactured by the Bacardi Company. A fine balance of classic nostalgia - the traditional shape of the bottle, the quaint design of the label – mixed with contemporary applications – associations with movie stars, embracing technology trends – has seen brands such as Dewar’s stand the test of time.

Even if you’re not a Whiskey drinker, it’s a nice way to spend a couple of minutes.

Hongi Luo
Current student in the Master of Marketing program at the University of Sydney Business School

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