Scottish Leader: I see a new perspective

Scottish Leader, a whisky brand, raised brand awareness in South Africa by partnering with pop-culture duo I See A Different You to challenge people's perspectives by tracking their responses to various images.

Campaign details

Brand: Scottish LeaderAdvertiser: Digitas LiquoriceCountry: South Africa

Strategy

Objective

Scottish Leader, the famous whisky brand known for challenging perspectives to realise richer possibilities, launched a creative digital tool that recognises facial expressions when participants are presented with a range of provocative images. These photographs, captured in collaboration with the creative duo, I See A Different You, are meant as unusual visual interpretations and expressions of everyday themes including beauty, masculinity and love.

I See A Different You is a creative pop-culture collective from Soweto. Their 'movement' was born from a pure love for...

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