Company: Dewar's Film: Dewar's Double Double launch
In April 2019, DEWAR’S, introduced a small-batch premium series to its portfolio, DEWAR’S DOUBLE DOUBLE - its first brand innovation in five years. To celebrate this, DEWAR’S commissioned a short noir film that needed to appeal to the ‘new whisky appreciator’ consumer (27-45 years olds). DEWAR’S tapped rising star, actor Tuppence Middleton and invited her to collaborate on her screenwriting debut.
FOUR is a series of four episodic short films taking place in four hotel rooms and spanning four genres. The four different plots seem separate, but unite in one finale, mirroring the same inspiration Master Blender Stephanie Macleod took in making DEWAR’S DOUBLE DOUBLE. FOUR pays homage to the whisky’s four-stage ageing process, which makes DEWAR’S unique within the Scotch whisky category. The launch of the campaign delivered a +380% earned media reach vs KPI and the generation of 226 volume of coverage and 306M media reach.
The judge's comment: “Wonderful storytelling, gripping, sophisticated and charming. Authentic cinematic experience. No distracting hand of the brand - letting the creatives flourish warms you to Dewar and inspires an emotional connection. Bravo!”
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