Wanted

Dewar’s needed to reaffirm its Scottish origins within the new “Live True” brand platform. That was the challenge we set out to achieve in this second year of work with the brand.

The idea was to make a call to join the brand—echoing the famous notice explorer Ernest Shackleton placed in the British press to recruit for a harsh, difficult, yet legendary expedition. From there, the concept “Wanted” was born, becoming the perfect way to express the brand’s values, its Scottish origin, and its affinity with anyone who carried that “Live True” spirit to take on the challenge.