The Macallan commissioned the world-famous photographer, Annie Leibovitz for the third edition of its award-winning Masters of Photography series. The new campaign features renowned Scottish actor Kevin McKidd (a.k.a Dr. Owen Hunt on perennial chick tv favourite Grey’s Anatomy) in dramatic New York backdropped images, showcasing four single cask variants released for the first time. Unsurprisingly a Scottish actor was used to promote the distinctly Scottish Whiskey, and he, alongside Annie Lebovitz were flown out to Hong Kong for the launch event on Thursday 24 May, 2012.
Annie Leibovitz has interpreted four single cask variants of The Macallan, resulting in four powerful images, whereby she captures the brilliance of a moment where everything comes together, showcasing the iconic stature of whisky, confirming The Macallan as ‘The Last Word’ in luxury.
The four images each represents a mood and a moment in a day in the life of actor and leading man Kevin McKidd.
Image 1) The Library – A setting rich in heritage suited to a powerful, complex and reflective moment, one to ponder the victories won and the challenges to come.
Image 2) The Gallery – In this opulent setting we sense the intensity, sensuality and dark indulgence of The Macallan’s Spanish sherry oak lineage, as our leading man and his leading lady share their very own, intimate
Image 3) The Bar – Kevin celebrates the wrap of a day’s shooting in this classic bar with old and new friends. The mood was upbeat, lively and yet relaxed, providing these friends with a moment in time to savour a glass of The Macallan together.
Image 4) The Skyline – As dawn breaks over the city Kevin is seen on the iconic Tudor City building sign feeling heroic, on top of his game and simply glorying in a glass of The Macallan as his just reward for his endeavours.
Appropriately enough, for the launch of these images and special whiskey bottles (very apt in a whiskey town like Hong Kong) the launch event was hosted in the mahogany rich Library at up market Island Shangri-La hotel.
It was the perfect setting for these images, as guests mingled with McKidd and Leibovitz sipping whiskey (naturally) or sparkling water and dining out on a fabulous array of canapes as prepared by the Island Shangri-La. The canapes were beyond superb with an abundance of savory and sweet items constantly being brought out. Caramel mille feuille’s, cheese and pear wraps, mini fish portions..everyone left sufficiently full from the event.
Annie Leibovitz has been busy in Hong Kong of late, aside from this whiskey event, her debut solo show in Hong Kong will be held at the Sundaram Tagore Gallery on Hollywood Road. Taking place from May 10 – June 17, the exhibition will explore the theme of power in public and private spheres.