ENGESP

DEWAR’S - BACARDI GROUP

LIVE TRUE

Some people decide to live by doing what they are passionate about. They dedicate their body and soul, regardless of what other people think. They risk it all and take their passion all the way. They do not understand any other way to live other than being true to themselves.

Some people decide to live by doing what they are passionate about. They do not understand any other way to live other than being true to themselves.

INSIGHT

Some people’s life and work are moved by passion and a love for what they do. They are true to themselves. It’s all about finding who you really are and living consistently. Be true.

We where commissioned by &Rosas, Bacardi's Agency, to work with them on this campaign as an art direction agency.

IDEA

The aim of this project was to revitalise Dewar’s brand with a long term global communications idea, developed by &Rosas, and create a world with a powerful aesthetic, art directed by GAS. The aim of this project was to revitalise Dewar’s brand with a long term global communications idea and create a world with a powerful aesthetic. The main idea was to talk through people who shared Dewar’s spirit. Young people, lovers of tradition, effort, passion, the spirit of overcoming problems, values that the brand wanted to reflect in its new campaign. So, Live True became the voice and story of exceptional young people who live true to their passions, regardless of what others might say. Stay true.

EXECUTION

For the launch piece, we used the purity and force of Charles Bukowski “Want to be a writer” verses. With these words we accompanied the main characters as they faced their day-to-day challenges, their fears, and we saw them fighting for what they truly believed in. In this way we managed to not only to revitalise the brand and provide it with new values, but also to encourage the public to follow the path of their true passions. Live True.

In collaboration with: &Rosas Photography: Philippe Lebée @ Dora Joker Film Director: Nacho Gayan @ Agosto

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