Unfollow The Rules

If there is something that people love to do on social media, it’s challenges. But there’s always unspoken, limiting rules to follow on social media. So we decided to reach out to our young adult audience by offering them their boldest challenge yet: to Unfollow The Rules. To promote William Lawson's purpose of challenging bullshit conventions whilst having fun, as well as the bold vibrancy of their new Highlander Orange, "Unfollow The Rules" tweaks the top viral challenges from Social Media and does them the William Lawson's way: changing the rules of each challenge and empowering the audience to embrace the bold and unconventional.