Client: William Lawson's
ROLES: Copywriter

This spec campaign was adapted from a D&AD New Blood Brief.

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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.

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