To mark the Year of the Dragon, Leo Burnett Singapore and Beam Suntory have collaborated on new special edition packaging for Bowmore Islay Single Malt Scotch Whiskey, featuring the story of a determined carp and his transformation into a powerful dragon. did.
“For this year’s Year of the Dragon limited edition packaging, we wanted to tell the story of Bowmore’s journey to greatness through a legend deeply rooted in Chinese culture.Bowmore is a Scottish brand, but little known in Asia. However, we see parallels between the Chinese legend and the history of Bowmore, where a common lesson emerges: greatness belongs to the patient. ,” said Sharim Gubbels, executive creative director of Leo Burnett Singapore.
“The story of transformation is further emphasized by the very mechanics of the pack, which opens to reveal a majestic dragon at the end of its journey, completed after centuries of refinement, Bowmore’s own triumphant creation. It’s on par with the best single malt Scotch.”
With a rich heritage spanning over 240 years, Bowmore’s resilience and determination have been pivotal in shaping the history of the distillery. Today, Bowmore remains dedicated to the art of handcrafted whisky, remaining true to the traditions, techniques and expertise established in his 1779 Scotch Whiskey early days.
To capture this spirit of resilience, Leo Burnett Singapore drew inspiration from an old Chinese proverb: 鲤鱼 Jump龙门 (The carp jumped over the dragon’s gate).
This proverb narrates the journey of a humble carp conquering the top of a raging waterfall. As the waves crash from above, the carp survives its eventful journey and finally makes a final, triumphant leap to the top, where it miraculously transforms into a majestic dragon. This emphasizes the timeless truth that only those who persevere can achieve greatness.
Singaporean illustrator Ken Lam captures the moment a koi transforms into a triumphant dragon. The package slides open to reveal Bowmore’s single malt sitting inside.
The back of the box features an original spring couplet (a two-line poem traditionally written during Lunar New Year) that tells the story of the carp and the dragon in modern Chinese handwritten calligraphy.
The 2024 Lunar New Year special edition package includes a core 15-year bottle (available only in Canada) and a limited 18-year bottle (available only at travel retailers in China, Malaysia, and South Korea). Thailand, Singapore, Macau, etc.). This pack is currently available for purchase in the lead up to Lunar New Year.
The 2023 Special Edition packaging recently won the Bronze Award in Illustration from the World Brand Design Association, was shortlisted for the New York Festival Advertising Awards, and won several metal awards at other prestigious award shows. did.
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Sharim Gubbels: Executive Creative Director
Wei Cong Chong: Creative Director
Janus Gammage: Senior Art Director
Rabindu Wiregoda: Senior Copywriter
Nicholas Leon: Junior Art Director/Calligrapher
Adela Andrei: Group Account Director
Syazwani Soenar: Senior Account Manager
Teng Fon Wong: Senior Planner
Jackie Lim: Head of Print Production
Joyce Lee: Print Manager
Ricky Haryadi: Senior Retoucher
Vojislav Milanovic: CGI Supervisor
Ken Lum: Illustrator
Justin Jam: Design Director
Caecilia Halim: 3D Designer
Callista Koh: Creative Services Manager
Theo Studio: Photography
HH Global: Pack production