Live True

The Scottish whisky brand had long been detached from reality, building its communication around an outdated ideal of success —one rooted in fame, money, and status— that no longer resonated with new generations.

The decision was to reframe Dewar’s around a different idea of success: the truth of what you live and do, above all else. That’s where Live True was born —an ideal first introduced through a poem by writer Charles Bukowski, challenging the audience to answer a series of questions meant to reveal their true calling.

The campaign was awarded the Grand Prize at the CdeC in 2012, along with several other major recognitions. But above all, it laid the foundation for a long-lasting communication platform aligned with a shifting mindset —one that began to question what “success” really means.