The Isle of the Unexpected

Amplify + Jura bring wee drams and big stories to east London

Challenge

Amplify were challenged to bring to life the rich and rounded stories of whisky brand Jura, a challenger brand in a saturated market, while educating guests on the perfect single malt.

Insight

Jura’s history is as rich and complex as the taste of its whiskies, but these tales needed articulating in a way that would engage and resonate with the experience-hungry 30-39 male market.

Strategy

To create an experience where the consumer led the path of their discovery, embellished with stories of heritage and sampling alongside their journey.


Solution

The Isle of the Unexpected 

Amplify created a hidden backroom bar where those in the know could venture out of the ordinary and into an immersive world inspired by Jura. 

Collaborating with art duo, Art Of Disappearing, we co-created ‘The Isle of The Unexpected’ an interactive mystery adventure - where immersive experience met whisky tasting.

This gave our intrepid explorers the chance to step out of time and discover the island and its community through interactive storytelling. Our attendee’s mission: to help Eric, an enigmatic movie director with creative block and a looming deadline.

Guided entirely by audio, guests travelled through four unique and memorable experiences to discover four key themes: Coast, Craft, Community and the Culture of Jura. They were encouraged to uncover the stories and solve clues about the island through sight, sound and virtual reality. 

And, of course, they enjoyed a dram of Jura along the way! A drop of ‘Origin’ to begin their journey and some ‘Superstition’ before they said their goodbyes. 


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