Leap to Greatness

Agency: Leo Burnett Singapore


Ushering in the Year of the Dragon, Leo Burnett Singapore and Beam Suntory present a new, special edition packaging for Bowmore® Islay Single Malt Scotch Whiskey, featuring a determined carp and its story of transformation into a powerful dragon.

“For this Year of the Dragon limited edition packaging, we wanted to tell the story of Bowmore’s journey to greatness through a legend deeply embedded in Chinese culture. Bowmore is a Scottish brand that is less known in Asia. However, we see parallels between the Chinese legend and Bowmore's history, where a shared lesson emerges: that greatness belongs to those who persevere,” said Sharim Gubbels, Leo Burnett Singapore’s Executive Creative Director. “The story of transformation is heightened by the pack mechanism itself which, when opened, reveals the majestic dragon at end of the journey, alongside Bowmore’s own triumphant creation: a single malt scotch perfected over centuries of refinement.”

With a rich legacy spanning over 240 years, Bowmore's resilience and determination have been pivotal in shaping the distillery's history. Even today, Bowmore remains dedicated to the art of handcrafted whisky, faithfully passing down the traditions, skills, and expertise forged in 1779 during the earliest days of Scotch whisky.

To capture this spirit of resilience, Leo Burnett Singapore found inspiration in an old Chinese proverb: “鲤鱼跳龙门” (The carp has leaped through the Dragon’s Gate).

The proverb tells of a humble carp's journey to conquer the peak of a raging waterfall. Braving a turbulent journey, with waves cascading from above, the carp ultimately prevails in a final, triumphant leap at the peak, that miraculously transforms it into a majestic dragon – underscoring the enduring truth that only those who persevere can attain greatness.

Singaporean illustrator Kenn Lam captures the moment of the carp’s transformation into a triumphant dragon, revealed as the package glides open to reveal the Bowmore Single Malt nestled inside.

On the back of the box, an original spring couplet (a two-line poem traditionally written during Lunar New Year) tells the story of the carp and the dragon, written in hand-drawn, contemporary Chinese calligraphy.

The 2024 special edition packaging for the Lunar New Year features the Core 15-Year-Old bottle (available in Canada only), and an exclusive 18-Year-Old bottle (available exclusively in travel retail doors in China, Malaysia, South Korea, Thailand, Singapore and Macau, among others). The pack is currently available for purchase, leading up to the Lunar New Year.

The 2023 special edition packaging was recently awarded the Bronze award for illustration by World Brand Design Society, and earned itself a shortlist at New York Festivals® Advertising Awards, and several metals at other notable award shows.

This professional campaign titled 'Leap to Greatness' was published in Singapore in January, 2024. It was created for the brand: Bowmore, by ad agency: Leo Burnett Singapore. This Design medium campaign is related to the Alcoholic Drinks industry and contains 5 media assets. It was submitted about 1 month ago by Creative PR: Barbara Messer of Publicis Groupe.


Sharim Gubbels: Executive Creative Director
Wei Cong Chong: Creative Director
Janath Gamage: Senior Art Director
Ravindu Wilegoda: Senior Copywriter
Nicholas Leong: Junior Art Director/Calligrapher
Adela Andrei: Group Account Director
Syazwani Soenar: Senior Account Manager
Teng Fon Wong: Senior Planner
Jackie Lim: Head of Print Production
Joice Lee: Print Manager
Ricky Haryadi: Senior Retoucher
Vojislav Milanovic: CGI Supervisor
Kenn Lam: Illustrator
Justin Jam: Design Director
Caecilia Halim: 3D Designer
Callista Koh: Creative Services Manager
Teo Studio: Photography
HH Global: Pack Production


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