GLOCK Challenges Traditional Category Rules With Latest Boundary-Pushing Campaign for William Lawson’s

GLOCK campaign for William Lawson's

Insight driven creative agency GLOCK has collaborated with long-standing client William Lawson’s on an adventurous new campaign designed to position the liquid as an accessible Scotch for everyone to drink and enjoy.

Having worked with William Lawson’s to bring the beloved Highlander from campaign character to centre of pack four years ago, this latest move builds on the brand mantra of ‘No rules, great Scotch’.

GLOCK campaign for William Lawson's

Taking an unconventional approach to the design cues of a traditionally intimidating category, the campaign speaks to a young demographic, inspiring people to live life by their own standards and placing them at the heart of the Scotch conversation.

With an unorthodox yet unmistakably straight up, no nonsense Scottish tone of voice, the latest campaign further challenges preconceived notions of Scotch whisky, in how, when and where it can be enjoyed.

Whether from a fish tank ice bucket, backpack keg or raised animal horn, this latest brand expression playfully explores various William Lawson’s serves, from pre-mixed RTD to tin cans on a camping trip or finished with eccentric garnishes (think iced doughnut or chicken drumstick) alongside slogans such as ‘Drink it your way!’

GLOCK campaign for William Lawson's

“For a number of years, we’ve been on a journey with William Lawson’s to democratise the Scotch category and make it accessible for the younger generation,” says GLOCK Founder, Carsten Glock.

“This campaign is another step towards achieving this. However, for this latest piece, instead of placing the brands icon ‘The Highlander’ at the centre of the action, we made the decision to show what ‘No Rules’ looks like in a modern context through fun and unconventional visuals, encouraging our audience to adopt a mindset of living life by their own standards.”