The brand wanted to increase the awareness and saliency of The Macallan. They wanted to make it relevant and ubiquitous into 'Michael and Michelle's' everyday lives, encouraging them to consider Double Cask as a great tasting, premium Whisky that they can enjoy on any evening in a bar, or at home and not savoured only for special occasions.

The Evening Standard wanted to create a premium lifestyle content destination that feeds Michael’s and Michelle’s thirst for knowledge that informs their choices and defines their world