Chorus took home two awards at this year’s micebook Awards for Best Agency (less than 40 employees), and Best Product Launch for The Macallan – Amber Meadow event. We share highlights from the winning entries…

Best Agency (less than 40 employees)

In 2023, London-based live and creative agency Chorus doubled its team to 20, broadening in-house capabilities across luxury, corporate, and consumer brands, doubled its client roster and saw an 82% revenue increase. With a recent new MD appointment, the SLT are steering expansive growth, supported by a 30% annual gross profit rise for the last two years.

Plans for the agency include continued growth of the team in London as well as other office locations globally. The aim is also to broaden its offering in content creation and digital.

Chorus’ USP lies in its in-house production and creative integration, enhancing agility and fostering innovation from conception through execution. This approach has solidified the agency’s reputation for delivering immersive, multi-sensory experiences that resonate with audiences worldwide.

With internal promotions culminating in the creation of a dedicated Culture Leader role, Chorus is committed to nurturing its people, garnering accolades such as The Sunday Times’ Best Place to Work.

The agency has maintained a carbon positive status and for two consecutive years as licensed by Carbon Footprint Standard and is working towards ISO20121 accreditation in 2024. In partnership with isla, Chorus offers sustainable event delivery and reporting through the TRACE tool as standard to clients and is enhancing its sustainability and DE&I strategies, advancing from ‘Basic’ to ‘Better’ in key areas with isla’s feedback.

Judges said the submission showed evidence of creativity, innovation and growth, and examples of “standout events, rich in content, creativity and production”.

Best Product Launch

Chorus was briefed to transport guests into an authentic Scottish meadow, a tribute to The Macallan’s rich heritage and its partnership with Stella and Mary McCartney for the launch of the yearly release of limited-edition whisky from the Harmony Collection.

To celebrate the collection and liquid, The Macallan hosted a three-week immersive and sensory installation in the courtyard of The Rosewood Hotel for VIP guests, trade and consumers, complete with a real-life brook, forage-able herbs, and a mesmerising light installation

Sustainability was essential in the client brief and Chorus put forward a solution that aligned with the brand’s values and objectives. The event’s multisensory experience engaged guests through storytelling, whisky tastings, and foraging activities, while technology enhanced the ambiance with a minimalistic yet impactful lighting installation.

Despite challenges like adverse weather, the event maintained its commitment to sustainability and luxury. The launch exceeded media targets, engaged influencers, and left a legacy, solidifying The Macallan’s position in the luxury whisky market.

The event achieved carbon neutrality by prioritising sustainable transportation methods, using recycled and reclaimed materials, and minimising energy consumption. The team measured emissions using the TRACE framework and offset unavoidable emissions through partners including Ecolibirum.

Compared to The Macallan James Bond activation in 2022, the most successful to date, the event resulted in a 28% increase in media coverage and a 157% increase in social reach.

One judge described it as “bang on the brand mission, displaying luxury and elegance in every way, with fantastic metrics to back it up”.

Check out all the winning entries in our Winners Book