William Lawson's
Russia
Europe
2019
William Lawson’s is the fastest-growing blended whisky in Russia and with its ‘No Rules’ philosophy, the brand team wanted to create fun, edgy and bold content.
Klik Klak, one of Russia’s topmost comedy collectives partnered with William Lawson’s for their yearly slap tournament. The biggest comedians, celebrities and creators sit across a table and resist laughing at each other or risk being slapped!
The best performing episode crossed the 3 million mark in just a week!
65% of the campaign's conversations came from YouTube.
All videos trended at #1 for 8 weeks straight all over Russia!
Each and every episode trended between #1 and #2 in Russia with the brand ruling the Russian YouTube charts for 8 straight weeks!
We collaborated with Russia’s boldest comedy collective to launch a season of their most unruly show – ‘Dai Lesha’ or the ‘Slap Fest’! The rules are simple – celebrities & creators sit across each other and try to make each other laugh. The one who cracks first gets slapped.
Audiences in Russia love watching their favourite celebrities going through this and we can’t blame them. William Lawson’s was integrated into all 8 episodes via ‘parody ads’ that were placed in the episodes and each and every episode trended between #1 and #2 in Russia with the brand ruling the Russian YouTube charts for 8 straight weeks!
Previously