D&AD
William Lawson “The Whisky For You’ng”
During the course we were given a competition held by the D&AD Awards. In our chosen groups, Maria Alejandra and Maria Landini and I were given many different of briefs on D&AD and decided to work on William Lawson brief.
The challenge was to promote William Lawson’s Highlander Orange to Gen- Z drinkers in a 60 seconds video. Approaching the brief we found many interesting points of view related to Gen-Z. With this we started to investigate the attitudes, behaviour, likes & dislikes and insights of this generation. After the research we were able to identify the problem why Gen-Z don’t use whisky as their first drinking option.
We wanted to use this problem as an opportunity and propose a solution, creating a fun concept that followed the philosophy of the brand and target the new generation. Most of us, when we were younger we used to steal alcohol from our parents, just to try it. Remember the feeling of adrenaline you got from the fear of getting caught? You couldn’t wait to get older just to do what grown-ups do. Can you imagine the reverse situation? With the new William Lawson Highlander Orange Gen-Z has its own whisky, that belongs exclusively to the you’ng.