New Blood Entry — JUST SAY YES TO THE ZEST.
Award: Yellow Pencil
William Lawson Scotch / 2023
Targeting a younger crowd (and in the young medium that is Reels), we thought that a self-aware, no bullshit, humorous approach was the way to go.
We get it, orange-flavored scotch sounds a little weird. And coming from a land of bizarre traditions, why should you trust us?
Well, because if there’s one thing the scottish know how to make, that’s good whiskey.
What did the judges have to say?
The insight is right and the self-mocking is truly Belgian, so it will resonate with the target. The brutal honesty is appreciated and bold.
Clementine Bailly, Senior Art Director, Ogilvy Social.Lab Belgium
Just Say Yes to the Zest made fun of everything that went wrong that came from Scotland and twisted it to justify its tradition with Scotch, and introduce a new product with great humour.
Bruno di Lucca, Director of Creative Content, Burberry