INSIGHT
Our target is always ready to create their own path to success, and often times resist the conventional road to get there.
IDEA
Get LDA-24 year-old males to add William Lawson’s Super Spiced to his repertoire of spirits by building awareness of the brand and introducing the personality of the Highlander through disruptive OOH signage. Because William Lawson’s has an accessible taste that challenges the status quo.
ACTIVATION
Brought the Highlander Spirit to neighboring areas and subway platforms next to Wrigley Field in Chicago and blanketed Boston with taxi toppers and OOH.