Created by Presky Maves, the campaign will feature press ads showing what appears at first glance to be a classic Christmas moment, but on further examination things are not necessarily as they seem. Readers are encouraged to find hidden festive clues , which highlight the hidden parts of the pictures.
Entrants will register their answers and go into a draw for one of 1887 prizes, including a trip to the Glenfiddich Distillery for two.
As well as the ads in national press, in-store magazines and outdoor media, the campaign will cross radio, advertorials, and trade and consumer PR.
Below-the-line activity includes an email campaign to -registered members and a specially tailored direct mail version of the prize draw will be sent to members of the Glenfiddich CRM programme.
Stuart Woodington, creative director at Presky Maves, said: "The creative is everything it was supposed to be -- warm, undeniably festive but with a little extra something.
"The idea behind the campaign is to go where the money is spent -- 60% of all malt whisky is bought at Christmas of which 80% is gifts."
Lindsey Tier, group brand manager at Glenfiddich, said: "Presky Maves has stayed true to Glenfiddich's core brand heritage and, in doing so, has created a fully integrated campaign that is based on our previous advertising, while absolutely epitomising Glenfiddich's resonance during the festive gifting period."
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