• A mailer set up the story, driving Committee members online to ardbeg.com/chapter1 where the first chapter of an animated story played.• Here they could buy a bottle and send to a friend.• We exploited our digital opportunity with three chapters to keep the brand front of mind.• We released our animation week by week via email, to keep up the momentum.• Because everything Ardbeg does is rooted in truth, and pulls our audience back to Islay and the Distillery, our film was voiced by an authentic islander.