Whiskey. Young men think it’s too serious, dusty or posh. William Lawson wanted to reach this difficult to convince target audience, so the brand could work on its brand image. Goal: letting young men perceive William Lawson’s as a brand that stands for full blown naked confidence.
How do you convince young men to forget about their beer? And make them see whiskey coke as a good alternative to drink with their mates? Answer: you challenge them to join the clan of the mythic William Lawson’s highlanders during the highlander happenings.
A series of 3 online videos that showed the naked confidence of the highlanders was broadcasted through a well-balanced and geo-targeted digital campaign. Inviting all young guys to turn into men during a William Lawson’s happening in their own town. We reached our target in a credible way through native advertising.
Now how could these boys turn into men? How could they join the clan? Simple: they left their boxers, nailed them on our board, put on a kilt and became part of our WL highlander clan. A bold choice to make, that our new clan-members loved to share on their social channels.