The Macallan Distil Your World London

Instagram campaign for the first release of the limited whisky series.

We are used to thinking about collecting in a material way, meaning gatherings of pieces of art, cars, watches, etc. In the campaign dedicated to The Macallan's first release of the collectible Distil Your World series, we decided to move deeper in understanding this process. We invited those who gather memorable moments, friends and impressions believing in their collectible value. Irina Hakamada, Alexey Pivovarov, Maxim Vitorgan and Arkadiy Novikov spoke about their personal collections in 4 IGTV videos attracting more than 4M viewers.