Scotch for Millennials
The Brief: Could we create a scotch purchase driving occasion in May/June that speaks to millennials?
The Idea: So many milestones get celebrated in May and June. Weddings, graduations, and both Mother’s and Father’s Days. It’s enough to make any millennial feel inadequate. Our ‘Gift Like a Grown-Up’ campaign spoke to that agitating truth: how can you give a gift that feels grown up even as the milestones your community is celebrating feel out of reach? Let scotch do the talking. We paired every milestone with the perfect scotch to match the moment, and used humor to speak to millennials directly instead of scotch’s typically stodgy tone.
Major wins: I served as creative director & primary copywriter on the program (some of my favorite work to date). They wanted a photoshoot on a shoestring budget, so we came up with the idea of having each talent represent 2 characters, and we featured majority women of color talent in non-stereotypical roles.
The Team: AD: Olivia Lowry, CD: Anna Rudy
