William Lawson's Brand Campaign [Spec]
Client: William Lawson's
This spec campaign was adapted from a D&AD New Blood Brief.
William Lawson's is one of the world's most popular whiskies, but is having trouble connecting with younger drinkers (ages 18-35). I drafted a deck proposing fresh new ways for the brand to engage its target audience.
I capitalised on an existing brand symbol - the adventurous Highlander - to communicate how the William Lawson's brand encourages its target audience to get out and explore life.