Dewar’s 3B campaign
To celebrate their this year introduced Highlander Honey whiskey Dewar’s collaborated with Sid Lee and The Ebeling Group for a campaign in which 80000 Highlander honey bees play the lead role, producing the key ingredient for the new liquor. Dewar’s Highlander Honey is the first modern honey flavoured whisky to come out of Scotland and was created by Dewar’s master blender Stephanie Macleod. The campaign is both aesthetically and technically impressive and shows a fascinating variation on the swiftly expanding 3D printing technology as it focusses on the process of bees creating honeycombs in the shape of a whiskey bottle.
Named aptly ‘3B printing’, the project uses scientific and design expertise to create the honeycombs within a transparent whisky bottle which forces the bees to mimic the shape of that bottle. Arvind Krishnan of Dewar’s states on the campaign:
The 3B printing project is both symbolic of the craftsmanship that goes into making each bottle of the new Dewar’s Highlander Honey and the modern attitude of our consumer – ‘the drinking man’ – who is intrigued by the innovation of 3D printing.
We love how the craftful technique of beekeeping is combined with the hypermodern concept of 3D printing to create this marvellous hybrid of old and new.
(Via designboom, pictures by The Ebeling Group)