Award: CAMPAIGN CATEGORIES \ C24. Best Integrated Marketing

Monkey Shoulder is an approachable Scotch whisky crafted for contemporary consumers and distributed widely across accessible channels. To re-engage a new generation of drinkers, MOSH moved decisively beyond conventional whisky marketing—instead adopting an integrated, audience-centric strategy designed to resonate with younger consumers across fragmented digital platforms and lifestyle contexts. The campaign established a seamless, end-to-end consumer journey, from digital discovery through immersive online engagement to real-world participation.By unifying screen-based and street-level touchpoints into a single, continuous brand experience, MOSH successfully converted fragmented attention into sustained, meaningful engagement, guiding young consumers from initial curiosity to active participation, and ultimately to authentic drinking occasions. In doing so, the brand was positioned not as a collection of isolated interactions, but as a cohesive, experience-led presence rooted in cultural relevance and consumer authenticity.