Whisky blending is art with science. The years that the whisky is aged in the barrel blended with the knowledge of the generations of master blenders.

Chivas Regal Ultis is our finest ever blend. Five rare malts blended expertly with the knowledge that lies within our five master craftsmen. We launched Ultis by bringing to life this hidden knowledge, using their DNA data.

Their data didn’t just inform the advertising, it became the advertising.

500 trillion human cells from five Master Blenders creating one ultimate whisky.

The Blenders’ DNA launched Ultis in print and poster advertising, in film, across social media and at a unique live experience; where we unveiled the DNA art back to the craftsmen from where it came from.

To launch their finest blend ‘Ultis’, Chivas Regal commissioned unique generative artworks of five Master Blenders – using their DNA data as a source.

The process began with a DNA swab and finished with a unique live installation; where we unveiled the artworks back to the craftsmen the DNA came from.

The beautiful DNA data visuals generated print materials; the essence of the blender’s radiated around the bottle they’d helped create. Posters featured in duty-free travel environments. A campaign landing-page detailed the project and featured five personalised DNA visual soundscapes. Two films documented our journey; one covered the project the other presented a product launch to the industry.

Beyond print and motion assets, we created a live experience. On the floor of an Arts Council event space, sat a sea of 100,000 charged whisky glasses; representing the thousands of tasted malts that didn’t make the final blend. These vessels carved five pathways, leading to five silver Holo-Gauze projection screens. The final step, was to invite the five craftsmen to enter the space, share toast of Chivas Regal Ultis and view what makes them, them - The essence of who they are.