In a society that is based on rushing around and immediate results, values such as effort, dedication and love for your vocation are increasingly missed. This is the story of a group of people who work each day in the traditional process of manufacturing Dewar’s whisky.
Show the world the commitment, sacrifice and passion of the people who work in the process of manufacturing Dewar’s whisky. Values to inspire us in our everyday life.
Commitment, endeavour, courage, respect for traditions, dedication and patience are values shared by a brand such as Dewar’s. Very human values that Dewar’s wants to show in this society that is often in a crisis of basic but essential principles.
Show the world the commitment, sacrifice and passion of the people who work in the process of manufacturing Dewar’s whisky. They work and live as the whisky is produced; passionate people who show that it is possible to maintain traditions and despite the sacrifice entailed, the result is always worth it.
Following the structure of Live True, which used a Charles Bukowski poem, we were inspired by the words of Ernest Shackleton’s ad “Wanted” to recruit volunteers for his Arctic pole expedition in 1901. Words that inspired brave people and encouraged them to embark on a expedition that changed their lives forever. Words that inspire us to do the same.
In collaboration with: &Rosas Photography: David Eustace @ Dora Joker Film Director: Nacho Gayan @ Agosto
