Bowmore Beam Suntory

Unlock The Journey - LNY '23

Agency: Leo Burnett Singapore

THE KEY TO PERFECT REUNIONS. Unlock a journey of delightful reunions with those who matter most. Happy lunar new year. Available at all Lotte Duty Free Singapore outlets. Please drink responsibly.


2023 being the year of the Water Rabbit, we invited consumers to go on a journey to discover Bowmore with the rabbit as their guide. We partnered with Erika Tay Qi Yin, a Singaporean Chinese illustrator whose style is heavily inspired by Chinese folklore. With her, we created a design that combined the heritage of Bowmore with the traditions of Lunar New Year. The rabbit begins by playfully beckoning you into the keyhole where atop the waves of the Atlantic, sits Bowmore’s distillery. Illustrations of peat smoke, ribbons of whisky and spikes of barley flow outward from the keyhole, carried in the beaks of swallows which symbolise beauty and new beginnings. As the rabbit journeys across, we see the Phoenix, golden Koi fish, gold coins and mandarin oranges – all key elements from the Chinese legend of the rabbit’s meeting with the Jade Emperor.

This professional campaign titled 'Unlock The Journey - LNY '23' was published in Singapore in January, 2023. It was created for the brands: Beam Suntory and Bowmore, by ad agency: Leo Burnett Singapore. This OOH Outdoor and Print media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 year ago.


Sharim Gubbels – Executive Creative Director
Janath Gamage – Senior Art Director
Kriffith Fernando – Copywriter
Agnes Lee – Head of Art
Adela Andrei – Group Account Director
Syazwani Soenar – Senior Account Manager
Arielle Brustein – Head of Planning
Jackie Lim – Head of Print Production
Lawrence Ling – Print Producer
Joice Lee – Print Manager
Ricky Haryadi – Senior Retoucher
Erika Tay – Illustrator
Thomas Quak – 3D Artist
Callista Koh – Project Manager
Laura Lim – Operations Director


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