New Blood Entry — Unfollow The Rules
Award: Wood Pencil
William Lawson Scotch / 2023
If there is something that people love to do on social media, it’s challenges. But there’s always unspoken, limiting rules to follow on social media. So we decided to reach out to our young adult audience by offering them their boldest challenge yet: to Unfollow The Rules.
To promote William Lawson's purpose of challenging bullshit conventions whilst having fun, as well as the bold vibrancy of their new Highlander Orange, "Unfollow The Rules" tweaks the top viral challenges from Social Media and does them the William Lawson's way: changing the rules of each challenge and empowering the audience to embrace the bold and unconventional.
What did the judges have to say?
The Rule Breaker entry was for me an outstanding work, specifically on how they broke the rules of the brief – which was to produce a 60-second video. The fact that the last 20 seconds are just waiting time focuses brilliantly on how a 60-second video ad would be annoying, and how this video length doesn`t belong to Gen Z. Biggest, most original entry point among all!
Elena Cisco, Social Media Strategist, TBWA Belgium