William Lawson’s is a rebel scotch brand from the house of Bacardi. The brand’s messaging is ‘No Rules’ & its tonality is unconventional, authentic & unapologetically honest.We wanted to bring this persona to life through our content and wanted a creator who too exuded similar traits, and thus began our association with Be YouNick.
William Lawson’s became a sponsor for Mumbai Indians, one of Indian Premier League’s most popular teams & in order to create buzz about the same in the most unconventional #NoRules way, we collaborated with Be YouNick, who not only happens to be one of India’s top YouTubers with a massive audience base from Maharashtra, but also a big Mumbai Indians’ fan himself.
We got access to four very popular players from the Mumbai Indians’ team, which were Hardik Pandya, Kunal Pandya, Jasprit Bumrah & Keiron Pollard, for the shoot. With Be YouNick and the four Mumbai Indian players, we created two sketches which weaved in the #NoRulesCricket messaging by challenging the conventional rules of cricket
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