The Ask
Scrap the stuffy side of whisky for unconventional drinkers in Belgium and beyond.
*This was a D&AD project
The Situation
William Lawson Scotch is one of Belgium’s most popular Scotch whiskies and is consumed around the globe. Their campaigns always flip the category on its head and invite new drinkers to the fold. The client requested the campaign incorporate the new low-alcohol Highlander Orange Whisky.
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Whisky is often seen as a Gentlemen’s beverage.
The addition of orange gives “old-fashion” vibes, but William Lawson is anything but old-fashioned.
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A little under half of whisky drinkers are women- and that number is still growing.
William Lawson is known to push boundaries and flip conventions with humor, but their ads still cater to a male audience.
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Oranges are a breakfast staple- and a mimosa must have.
We decided to use the concept of brunch (a gal’s fave weekend hobby) and flip it.
From brunch spot, to food, to the way we interact with oranges, and whisky- we flipped it all.
A concept that, with the typical William Lawson’s wit, has some danger to it, as it could be read “be bad”. But really, it says “be better”.
Welcome to Lunchfast with the girls.
The video
The details behind the ask were to create a 60 second social-first video designed for YouTube Shorts or Instagram Reels to promote William Lawson’s Highlander Orange to the next era of whisky drinkers in Belgium, with scalable appeal.
Actresses:
Rose D’Amato | AD
Sarah Gray | ST ‘24
Sarah Klotz | CBM
Alley Steele | CW
My contributions
Strategic Placement
Creative Concepting
Credits
Art Direction | Lindsey Evans
Copywriting | Joe Kuhns
Experience Design | Meg Monroe
Brand Management | Sarah Klotz
Strategy | Anna Foster