Nigerian music legend Darey Art Alade has been unveiled as a key figure in Glenmorangie's most ambitious Africa-focused campaign to date, titled Once Upon A Time in Scotland. The initiative, which brings together three leading African creative voices, aims to tell the story of the iconic Highland single malt through the lens of African storytelling.
The campaign unites Darey Art Alade with Kenyan actress Kate Kamau and South African author Khaya Dlanga, taking audiences on an immersive journey into Glenmorangie's 180-year-old home in Tain, Scotland. This marks a rare instance of a global brand allowing African talents to tell their own stories through their own perspective, a move that resonates as African creatives continue to shape global culture.
A Landmark Move for African Storytelling
Glenmorangie's decision to center African voices in this campaign reflects a broader trend of international brands localizing their approach to African audiences on African terms. The campaign speaks directly to three emerging storylines: Nigeria's growing cultural influence globally, the role of local celebrities as ambassadors of Nigerian identity, and the increasing localization of global brands in Africa.
Darey Art Alade's involvement, including an exclusive Lagos activation he hosted, adds a genuinely local angle to the global campaign. The initiative follows the trio as they explore the people, landscapes, and craft behind the whisky, captured across films, storytelling, and cultural conversations rolling out in Kenya, Nigeria, and South Africa from July to December 2026.
Lagos Activation and The Circle of Influence Dinner
The campaign commenced with intimate in-market experiences across Nairobi, Lagos, and Johannesburg, with Darey Art Alade hosting the Lagos edition. In Lagos, the premiere was launched with The Circle of Influence Dinner: Founders Edition, which brought together an exceptional group of trailblazers from various industries.
Guests included Deola Art Alade, Ugo Mozie, Ijeoma Balogun, Priscilla Ojo Mkambala, Yhemo Lee, Osa Seven, Carrington Harris, Mark Smithson, Solomon Sonaiya, and several other founders and innovators shaping their fields. The dinner underscored the campaign's focus on creativity, craft, and character.
Voices from the Campaign
Reflecting on his experience, Darey Art Alade said: "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. 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."
Derek Ruediger, Glenmorangie International Marketing & Commercial Director, added: "Africa's creatives are defining the next era of 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."
Impact and Cultural Significance
The campaign reflects Glenmorangie's continued investment in meaningful cultural collaborations, creating new opportunities for African creatives to shape global conversations around craftsmanship, creativity, and luxury. With storytelling at its core, Once Upon A Time in Scotland is poised to resonate deeply with audiences across the continent and beyond.
