Dewars
The Drinking Man's Guide
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To extend Dewar’s Scotch Whisky’s new “The Drinking Man’s Scotch” campaign online, we created “The Drinking Man’s Guide”: a platform where “young men of distinction” could go to learn about the values that define a Drinking Man – the very values by which young men of distinction define themselves.
Film
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For instance, at TheDrinkingMansGuide.com, users could watch a film that told the story of One Man Gang: a strong character with an interesting blend of personality traits.
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Users could have learned a lesson in seduction from the story of Handsome Hamish, a Drinking Man whose honeyed tongue outweighed his crooked nose, but this video was deemed too risqué by Dewar's lawyers and it was never released (although it is available to be viewed privately upon request).
 
 
Online experience
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Then they could enter for a chance to win a real world experience that brought to life the value of individuality: a weekend of Culture and Combat in Las Vegas, Nevada. Finally, they could use our social share mechanism to call out their friends on social media for their unique contradictory personalities.
 
 
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We invited some of the most influential bloggers, Drinking Men and all round men of distinction in New York to an exclusive event where they would get a sneak preview of the campaign, an experience of the Drinking Man's lifestyle and of course a taste of some of Dewar's finest blends. For the event, we created promotional materials including handcrafted poker chips made out of whisky barrel oak and an original deck of cards featuring the characters from the campaign, which we illustrated ourselves.
Crédits:
Creative Director: Dan Chandler & Dan Brooks
Copywritters: Dan Chandler & Nick Paget
Art Director: Jean-Daniel Petit
Illustrations: Jean-Daniel Petit
Digital Art Director: Étienne St-Denis
Web Designer: Émilie Salles
 
 
 
 
 
Thanks
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The Drinking Man's Guide
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The Drinking Man's Guide

To extend Dewar’s Scotch Whisky’s new “The Drinking Man’s Scotch” campaign online, we created “The Drinking Man’s Guide”: a platform where “young Read More
36
1779
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Published:

Creative Fields