Singleton was a brand extension that Diageo wanted to introduce to the local market. We came to understand that as consumers are exposed to more and more liquor brands they will always hold on to the brands that relate with them the most. And so, we understood that the target segment is in need of sophisticated and unique events. Hence, we designed campaign that can help share the experience of a single malt whiskey with the objective of creating awareness of single malt vs. blend whiskey.