To mark the launch of The Macallan James Bond 60th Anniversary Collection, the brand took over Harrods for one of its biggest activations to date …

In what is said to be the biggest launch partnership for The Macallan in recent times, the team were busy preparing for the launch of The Macallan James Bond 60th Anniversary release in February. The collection is of six very special bottles that mark the last six decades of Bond.

First came the announcement of the bottles being sold in Harrods, with the team landing coverage in the likes of GQ,  Shortlist, Country & Town House (print), The Gentleman’s Journal’s Editor Picks and a stunning half page on City AM in print.

Then came the big one – launching an immersive Bond themed exhibition with Harrods.

With a prime location at the front of Harrods, the exhibition allowed customers to travel through an interactive journey filled with memorabilia and moments from the Bond films – and of course, the six limited-edition Macallan bottles on display.

We secured a stellar spread of coverage, totalling 15+ pieces, with highlights across CityAM, GQ’s 10 Coolest Things, SLMan, The Handbook and an appearance on the FT:HTSI.

We also hosted influencers and media from GQ, LUX Mag and I-M Magazine at an exclusive screening event at Harrods.

The event saw welcome drinks and a private dinner at the iconic department store’s new restaurant – Studio Frantzen – followed by a private screening of James Bond’s x The Macallan best moments (made especially for us by EON Production who make the Bond films) and an after-hours tour of the exhibition space.

Influencers captured content across the night with social reach surpassing 40,000.