William Lawson's
UNFOLLOW THE RULES
2023 D&AD New Blood – Wood Pencil Winner
Copywriter Cecilia Gamo Castellanos
Art Director Stella Ramirez
THE RUINS
(or Ask)
How can we promote William Lawson's Highlander Orange to the next era of Belgium's whiskey drinkers through a 60'' social-first video designed for Youtube Shorts/Instagram Reels?
THE HUMAN EVIDENCE
(or Insight)
There's a lot of unspoken rules on social media that we feel we are expected
to follow.
THE PARADIGM SHIFT
(or Idea)
To promote their new whiskey and stay true to their purpose of challenging bullshit conventions, William Lawson encourages people to break the rules of the most trending social media challenges.
When you drink William Lawson, side effects may include:
Feeling bold enough to challenge every challenge.
Breaking stuffy societal norms.
Being unafraid to speak the truth.
Feeling ready to
Getting started with the
"Tortilla Challenge Edition"
People wear their pillow as clothing, so we’re going to dress up a pillow with our fave clothes.
People drink a bottle of Sprite and try not the burp, so we’ll drink a bottle of water and try to burp as much as humanly possible.
People dramatically lip sync to the song “Ceilings” and gracefully run away, so we’ll run towards the camera in the silliest way.
Keeping the party going with some other social media challenges
whose rules we'll invite people to break:
With the hashtag #UnfollowTheRules
we’ll encourage everyone to share how they challenge social media norms in their own bold way, following William Lawson’s
#1 rule:
No rules. At all.