Unfollow The Rules
William Lawson’s Scotch
Wood Pencil - 2023 D&AD New Blood Awards
THE ASK
> How can we scrap the stuffy side of whisky for unconventional drinkers in Belgium and beyond?
> How can we scrap the stuffy side of whisky for unconventional drinkers in Belgium and beyond?
MY HYPERFIXATION
> If there is something that people love to do on social media, it’s challenges. Research shows that these challenges provide "means for self-expression and a source of social belonging".
> If there is something that people love to do on social media, it’s challenges. Research shows that these challenges provide "means for self-expression and a source of social belonging".
THE MESSAGE
> The best way to infuse what people love to do and the William Lawson's brand is to show them how to recreate their favorite viral challenges the William Lawson’s way - completely wrong.
> The best way to infuse what people love to do and the William Lawson's brand is to show them how to recreate their favorite viral challenges the William Lawson’s way - completely wrong.
SOCIAL
> We filmed and edited a 60’’ video example of an “Unfollow the Rules” social media challenge: the Tortilla Challenge edition. We did every single “rule” the opposite way.
EXTENSIONS
> These challenges were popular when submitting the project, c. Spring 2023. But the beauty of “Unfollow the Rules” is that it’s evergreen.
1) The Rule = People wear their pillow as clothing
2) The Rule = People drink a bottle of Sprite and try not the burp
3) The Rule = People dramatically lip sync to “Ceilings” and gracefully run away
1) Unfollowed = Dress up a pillow with your fave clothes
2) Unfollowed = Drink a bottle of water and try to burp as much as humanly possible
3) Unfollowed = Run towards the camera in the silliest way
Art Director - Stella Ramirez
Copywriter - Cecilia Gamos Castellanos
Copywriter - Cecilia Gamos Castellanos