Posterscope has collaborated with Vizeum and JCDecaux to bring snow, infinity mirrors and beer-filled street furniture panels to the streets of Sydney and Melbourne, for the Experimental Series of whisky from Glenfiddich.

The Experimental Series from Glenfiddich is a range of ground-breaking single malt whisky.

The range features three experiments – IPA experiment, the first single malt finished in Indian pale ale craft beer casks; Project Twenty, a top-secret project that brought together twenty whisky experts from around the globe to create one unexpected single malt; and Winter Storm, a new limited edition 21-year-old whisky finished in in small batches of rare Icewine casks from Canada.

Featured across five locations in Sydney and Melbourne, the campaign uses street furniture ‘innovate’ panels to depict the different elements of Glenfiddich Experimental Series: a snowstorm effect for Winter Storm, an infinity mirror for Project Twenty and an IPA beer filled street furniture panel for the IPA Experiment.

Vizeum head of client solutions Corinne Moth said: “The idea of the campaign was to excite consumers with thought-provoking and beautifully disruptive OOH executions that really bring the brand experience to life. The bespoke panels have been a great way to bring something special to the campaign.”

Posterscope group business director Samantha Summers said: “Out-of-home has always been a great way for brands to be innovative and create an experience for a consumer.

“It’s great to see Glenfiddich make the most of the creative opportunity that OOH can provide.”

William Grant & Sons marketing manager Kristie Asciak said: “We were looking for disruptive and innovative ways to tell the story of the Experimental Series and in doing so stay true to Glenfiddich’s DNA. These OOH sites offered that voice.

“Each expression translated beautifully to its panel and the executions have elevated the entire campaign.”