Ardbeg Committee 10th Birthday

Project type; Consumer Brand Animation

Ardbeg celebrated its Committee’s 10th Birthday with a thrilling ride.

Ardbeg Rollercoaster from StoryUK on Vimeo.

This animated clip was commissioned to celebrate the 10th anniversary of the Ardbeg Committee.

The iconic Islay malt announced a year of celebrations to mark the 10th anniversary of its society of ardent follower’s, The Ardbeg Committee. The festivities include a series of parties around the world, a digital campaign and focus on a new limited edition bottling for Committee members, Ardbeg Rollercoaster, a limited edition of 15,000 bottles, at 57.3%.

Objective; To immerse brand enthusiasts and guests into an extraordinary environment, a physical manifestation of this untamed Islay Malt.

Mechanic; BAMBOO created events in London and Edinburgh using the Rollercoaster concept as a platform to create Ardbeg Funfairs. Green, black and white draped halls of mirrors opened to rooms full of games designed to celebrate the brand; hook-a-duck in a Corryvreckan whirl pool, Ten pin bowling, a barrel of Islay peat lucky dip and a shooting Shortie range. Guests won Ardbeg prizes and top scores took home giant bottles. Drams of all bottlings, especially Rollercoaster, were free flowing. Those guests not yet acclimatised to the might of Ardbeg were served some unique Islay cocktails designed by Thirteen for the event. Food was carefully integrated too with smoked Scotch beef burgers were served in rolls baked from Ardbeg grist and our friend Iain Spink brought along his incredible barrel smoked Arbroath Smokies. Guests even had a Ardbeg Pick n’ Mix of house made hand wrapped treacle toffee, salted caramels and mocha fudge.

Outcome; Ardbeg seems to engender a fanatic following (we are talking real tattoos here) and these events allowed Ardbeg to host these most committed fans in an extraordinary branded environment, where they might imbibe Ardbeg in all its guises and, most importantly, meet their heroes, the team that make the whisky. Digital buzz before and after the event was excellent with a great reaction from attendees.