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Dewarism
Bacardi & Martini asks for a big concept in order to unify all Dewar’s Scotch Whisky communication worldwide, and its corresponding print presentation campaign

In opposition to the demanding Keep Walking of its main competitor the brand present Dewarism, a kind of philosophical movement based on ancient writings of the company’s founder, Tommy Dewar, defending the possibility of enjoying life without giving up success

Services
Design, Art Direction

Gifted with a great charisma, Tommy Dewar is a fun-loving and flamboyant character, also known as The Whisky Baron. While his brother run the business in Scotland he travels around the world to place the family brand on the map of premium whiskeys. He get it, and also publishes a book collecting his experiences during those trips which inspires Dewarism
The campaign is used in all countries of the world that allow the advertising of alcoholic products
Outdoor teaser campaign

Adaptation of the concept to the Spanish campaign


The Identity


The Red Book of Dewarism works as the manual of standars to apply its visual identity to communication pieces or merchandising

Tommy at the wheel with his brother and some friends

Company
Creative direction Oriol Villar, copywriting Claudio Letelier, graphic design Miquel Capo, agency Villarrosàs, client Jaime Mussons from Bacardi & Martini

Spacetime
Barcelona, London, 2007

Categories
Communication, Campaign, Logo, Guidelines, Commerce, Food & Drinks

Related
Dewar’s 12 Special Reserve

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