In celebration of creative symmetries, The Macallan partnered with WeTransfer to bring stories of collaboration to life through interactive custom-content wallpapers across eight global markets.

A three-part series, ‘In Collaboration with’ was designed, written, and built by WeTransfer’s award-winning creative studio. Our premium digital space performed as the perfect canvas for the content showcase. Enjoyed by our influential audience, one in five who opened the wallpaper read all the way to the end, highlighting the readiness of our audience to actively engage with the right message served in the right way on WeTransfer.

The brand

Founded in 1824, The Macallan is renowned for its extraordinary single malt whiskies. Their quality and distinctive character reveal the uncompromised excellence pursued by The Macallan since it was established by Alexander Reid in north-east Scotland.

Excellence was a key theme for “In collaboration with.” A celebration of craftsmanship and raw talent, The Macallan worked with graphic designer David Carson, illustrator Andrew Davidson, and musicians Mogwai to create distinct and unique celebrations of three of the brand's most iconic blends.

The creative

Telling a contemporary story of exploration, the individual custom content wallpapers drew inspiration from each contributor, intertwining interactive elements of the primary craft with the countless flavors of The Macallan’s history.

Lively animations referencing the collage-style of Carson, wood cutting of Davidson, and atmospheric notes of Mogwai were carefully designed and implemented to accompany the user as they scrolled and read the engaging story. For the last in the series, we also implemented a custom music feature to showcase the song composed by Mogwai exclusively for the Macallan. Resulting in an immersive experience that created three distinct chapters that still felt familiar as a series and drove a 34% awareness lift for the brand.

The creative was not just a journey into the art of collaboration for The Macallan and its partners, but also between WeTransfer and a brand with a story to tell.

The results

• Awareness lift of 34% for The Macallan

• An auto play rate and completion rate of 3,44%

• 16M impressions