Darey Art Alade Takes Centre Stage in Glenmorangie's Biggest Pan-African Campaign Yet
Glenmorangie launches its "Once Upon A Time in Scotland" campaign, a bold pan-African initiative empowering African cultural voices like Darey Art Alade, Kate Kamau, and Khaya Dlanga to share their stories. This campaign highlights African influence and localizes brand engagement, unfolding across Kenya, Nigeria, and South Africa with intimate in-market experiences.
Nigerian music icon and creative entrepreneur Darey Art Alade has been unveiled as one of the faces of Glenmorangie's most ambitious African campaign to date, as the renowned Scottish whisky brand deepens its engagement with the continent's fast-rising creative industry.
Titled "Once Upon A Time in Scotland," the campaign brings together three influential African voices—Darey Art Alade, Kenyan actress Kate Kamau and South African author Khaya Dlanga—for an immersive journey to Glenmorangie's historic home in Tain, Scotland. According to Glenmorangie's campaign announcement, the initiative celebrates African storytelling through the lens of creativity, craftsmanship and culture.
Rather than telling Africa's story from the outside, the campaign places African creatives at the centre, allowing them to share their own experiences and perspectives while exploring the 180-year heritage behind one of Scotland's best-known single malts.
The campaign comes at a time when African creators are playing an increasingly influential role in global entertainment, fashion and luxury marketing. It also reflects a growing trend of international brands partnering with African personalities to connect more authentically with audiences across the continent.
As part of the campaign, Darey hosted an exclusive Lagos activation, giving the global initiative a distinctly Nigerian identity.
The Lagos premiere featured "The Circle of Influence Dinner: Founders Edition," which brought together leading figures from Nigeria's creative and business communities. Guests included Deola Art Alade, Ugo Mozie, Ijeoma Balogun, Priscilla Ojo Mkambala, Yhemo Lee, Osa Seven, Carrington Harris, Mark Smithson and Solomon Sonaiya.
Reflecting on the experience, Darey said visiting Scotland gave him a deeper appreciation for the discipline and patience behind exceptional craftsmanship.
"Going to Scotland felt like going to the source; meeting the people behind the craft and understanding the discipline, patience and intention that shape the finished experience," he said. "Whether you are making music, directing a production, building a platform or crafting whisky, character is shaped over time. The most meaningful work cannot be rushed."
The campaign will roll out across Nigeria, Kenya and South Africa between July and December 2026 through a series of films, cultural conversations and immersive storytelling experiences.
Speaking about the collaboration, Glenmorangie International Marketing & Commercial Director Derek Ruediger said Africa's creatives are helping shape the future of global storytelling.
"By inviting African voices to be at centre stage, we hope to bring greater relevance and interesting new perspectives on our brand stories to local audiences," he said in the official campaign statement published by Glenmorangie.
For Glenmorangie, the campaign represents more than a marketing initiative. It signals a growing recognition of Africa's cultural influence and creates another platform for African creatives to participate in global conversations around luxury, craftsmanship and innovation.