Glenfiddich Releases Newest Film In 'the Challengers Club' Campaign

Directed by Ramon Mellett and conceptualised by HaveYouHeard, the film is a tribute to the essential role of water in both nature and culture, Glenfiddich says.

"It's always rewarding to create a piece of work with real purpose," says Dan Berkowitz, Executive Creative Director at HaveYouHeard. 

"It was a special privilege to present the final chapter in Glenfiddich's water story, getting to witness and capture the tangible impact that simply having access to fresh water has had on this community in Matatiele in the most authentic way. Through this project we recognise that beyond its vital life-giving property, water is the very foundation of progress," Berkowitz adds.

"For many South Africans, access to clean water is not a guarantee; therefore, the opening of these springs is a momentous occasion and a big deal for Glenfiddich, which we wanted to make sure the people of Matatiele felt it," Berkowitz says. "This film is a profound celebration of water, our shared humanity and the idea that there is a pioneering spirit in all of us waiting to be unlocked — an ideal that drives Glenfiddich's commitment to being an active part of the solution."

This latest film follows the journey Glenfiddich began with the first two films in 'The Challenger Club' campaign. The first, starring Maps Maponyane, took viewers to Iceland in search of untouched water sources. The second, 'The Man Who Loves Water', saw Maponyane travel to Scotland to explore the role of water in Glenfiddich's whisky-making process. The campaign's final chapter is set in Matatiele.

Glenfiddich says that it has funded and implemented the first of four sustainable spring water systems to support the local community.

Lifa Bakana, Senior Brand Manager at Edward Snell & Co., says, "We've taken the next step from inspiration to action in Matatiele."

"This initiative is not just about whisky; it's about making a real difference. Through our collaboration, we've ensured the first of four sustainable spring water systems is complete, bringing clean, reliable water access to those who need it most," Bakana adds. "The four springs, once complete, will bring water for life to over two and half thousand people from Cibini, Mahangu, Gobizembe and Magasela with an average cost of R178 per person*. In addition, the project employed 20 local people who were provided with skills training to implement."

"Water is the foundation of how we make award-winning whisky, and as we've explored the water crisis in South Africa, we want to shift focus back to the people impacted," Bakana says. "Glenfiddich is proud to contribute to the solution by auctioning 50 limited edition bottles, with the proceeds supporting our initiative, and partnering with WWF to bring new life to the springs."

"The 'Challengers Club' campaign since inception has been about inspiring future change makers," Berkowitz says. "With this film, Glenfiddich continues its tradition of championing craftsmanship, inspiring progress and celebrating the undeniable power each of us has to make real change."

Reflecting on his role in the project, Maps Maponyane says, "I've had the privilege of embarking on this incredible journey, from the untouched waters of Iceland and to see the impact that this campaign has had on the revitalised community of Matatiele."

"It's a testament to the power of water and the importance of access to clean, drinkable water. It is something that transcends luxury and becomes a force for transformation. I'm proud to be a part of this initiative and to have witnessed the transformation firsthand," adds Maponyane.

Glenfiddich concludes that with every sip comes a story of purity, excellence and transformation.

For more information, visit www.glenfiddich.com. You can also follow Glenfiddich on Facebook or on Instagram.

*Image courtesy of contributor