Jaydeep | 05th Jun, 2020
Comedy | Content Creators | Entertainment
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 during the lockdown by giving quarantine content trends a bold twist.
Since WFH(Work from home) became the new normal for professionals around the country (and the globe), a lot of new norms and trends emerged not only in peoples’ work lives, but also in the content consumption patterns & conversations across the internet. Zoom call memes took over the internet & ‘Tik Tok versus YouTube’ took over the virtual watercooler conversations.
To bring alive William Lawson’s ‘No Rules’ messaging, we partnered with Filtercopy & created a video, which not only challenged the WFH rules, but also the quarantine content trends on the internet. Veer Rajwant Singh featured as the protagonist. The video showed Veer’s character not only giving a ‘No Rules’ twist to professional protocols by wearing comfortable casuals on virtual office calls & drinking scotch on a Monday evening after work, but also challenging internet & social media trends of home workout challenges.
Topicality of the video, combined with great cast & treatment resulted in incredible performance for the video campaign. It garnered over 4.2M+ views, 200K+ conversations & 270+ consumer brand mentions with the #NoRulesWFH hashtag across YouTube, Facebook & Instagram. The video also garnered earned media by being featured on YouTube India’s Instagram & other social media channels in photo/video memes & other formats.
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