New Blood Entry — Rulebreaker
Award: Yellow Pencil
William Lawson Scotch / 2023
Roses are red,
Violets are blue,
We haven't got a description,
Don't tell us what to do!
No rules, right?
What did the judges have to say?
Really plays with the ‘no rules great scotch’ in a Gen Z way.
Clementine Bailly, Senior Art Director, Ogilvy Social.Lab Belgium
Rulebreaker played with the exaggerated conventions on how you should drink scotch and made William Lawson the drink with no rules, which was perfect for their brand positioning.
Bruno di Lucca, Director of Creative Content, Burberry