New Blood Entry — The Perfect Beer
Award: Yellow Pencil
William Lawson Scotch / 2023
Beer rules supreme in Belgium. With that comes a great many traditions comparable to the stuffiness of whisky. To appeal to a younger audience, William Lawson's Highlander Orange dares to be something no other whisky brand would: the perfect beer.
What did the judges have to say?
Best Beer - an insight to be jealous of.
Emily Williams, Senior Strategist, Born Social
This really stood out for me because instead of attacking the brief head-on, they challenged the brief and the brand to position the product in an unexpected way, thus resulting in unexpected work.
Soleil Badenhop, Associate Creative Director, GIGIL The Ideas Company
The Perfect Beer twisted the brief on its head by positioning scotch as beer without the fuss, and delivered an engaging execution that matched the criteria.
Bruno di Lucca, Director of Creative Content, Burberry