ARDBEG: ONE MORE TUNE FROM THE SINGING SANDS

In the world of whisky, few icons are as beloved as Ardbeg. They sit at the pinnacle of craft, creativity, and community — a truly unique and loveable brand with “ardmirers” across the globe. From the brink of closure to selling one of the most expensive casks in history, Ardbeg’s journey has been nothing short of remarkable. With many expressions and stories to tell, we had the privilege of sharing the latest chapter with their 19-year-old, Traigh Bhan Batch 6.

A Brief Worth Making a Song and Dance About.

Traigh Bhan is a hidden beach on Islay. Hard to find and tougher to reach, its reward is a rare phenomenon: The Singing Sands. Locals know that when the conditions are just right, the perfectly rounded grains of sand put on a performance — one deserving of a raised glass, if not a standing ovation. The sound changes with each tune, much like the ever-evolving notes of each batch of Traigh Bhan. No repeat performances, only original encores. For Batch 6, we set out to transport people to the singing sands so they can experience its stage presence first-hand.

A Single Without a Music Video? That's Like Whisky Without the Smoke.

We developed key visuals, social animations, emails, and e-retail assets for global markets to amplify the release, making noise far beyond the rugged shores of Islay. The teal from the batch label and Shortie the dog, up on his hind paws — took centre stage as we recreated the landscape with beach drift, sandstorms, crashing waves, and captivating product shots woven seamlessly into the environment. We wanted the visuals and ASMR to take you on a journey to Traigh Bhan, offering a front row seat for this moody teen's phenomenal performance.