The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

Tales of The Macallan

Agency Potlatch / Barcelona

Client The Macallan


Packaging / Specialty

Annual ID


About the Work

The packaging for this release is also an editorial project, a carved book with over 800 pages that holds a decanter inside. The first half of the book narrates the history of The Macallan pioneer John Grant, and is beautifully illustrated with engravings carved by celebrated artisan Andrew Davidson (Harry Potter covers, Royal Mail Postage Stamps, Rolex or Wimbledon’s glass doors...).
We worked with the prestigious print boutique Imprimerie Du Marais in Paris, as well as with London-based book binder artisans Shepherd’s to create this unique piece. A double-spread pop-up at the start brings to life both the Estate and Easter Elchies House, the Spiritual Home of The Macallan.
The second half of the book is where the ultra-vintage 71year old whisky at the core of this release is lodged. An amazing challenge for the binders at Shepherd’s, the pages in this part include an astounding carefully chosen and researched collection of illustrations and book pages, all belonging to the times of captain John Grant (1659 - 1715).
The transit stopper is a beautiful copper and crystal creation by the artisans at JC Ribeiro, and the decanter itself is a handblown piece by Lalique, engraved with the art of Andrew Davidson.
The result is a spectacular 16Kg packaging, an object of desire of which only 300 limited units were created. The final result is an exercise of beauty that everyone wants but only a select few can have.
The activation campaign included an astounding display of creativity that transformed the The Macallan Estate into something straight out of a story book, telling the story of John Grant through every single detail. It was extended to other venues across the world, with fine dining experiences for a selected few Macallan enthusiasts.

2022 Awards

Total Points: 3




Potlatch / Barcelona

Art Director

Arnau Aguilar Marcos


Alex Ardid

Creative Director

Ramón Benedito
Xavier Homs

Account Director

Ilaria Piga

Business Director

Tina Woods

General Manager

Xavier Antonell

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