Shackleton activation waiting to be discovered in WDF store in Gatwick South

We have designed a column activation for Shackleton in the World Duty Free store in Gatwick South. The brand, which is owned by Whyte & Mackay, has a fascinating backstory.

The visual identity with its rustic wood, leather, canvas and rope are a nod to the story of Sir Ernest Shackleton’s expedition to the Antarctic. The brand, with its contemporary look and feel is all about discovery and is aimed at adventurous modern spirits drinkers. Customers have the chance to win a GoPro when they upload a photo of themselves with a bottle of Shackleton to Instagram.

‘Discovered Under Ice’ is a reference to the discovery of three cases of Mackinlay’s Rare Old Highland Malt that had been stashed under the floorboards of the base camp hut by Sir Ernest during the 1907 British Antarctic Expedition. They were discovered a century later during restoration work on the hut, encased by ice. This and the legacy of Sir Ernest inspired the creation of Shackleton whisky. The activation will run throughout the month of May.