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Substance Trumps StyleDewar's 12 launched a new campaign that sought to define the idea of substance. The campaign focused on the idea that it's what's inside that counts. This message needed to be conveyed through print, television and interactive media. Shift leveraged the history of Sir Thomas Dewar as the foundation for the interactive experience and the role model for a life of substance. This standard is made relevant to the user's life through a Substance IQ challenge and a desktop Dewar's Discovery App. The Challenge is a multiple-choice quiz that puts the value on the questions rather than the final score. The Discovery App delivers news, new music, video and Scottish photography right to the user's desktop. The final component of the Dewar's 12 Substance site is the 2 minute and 30 second video for Double Aging. Typography, narration, information graphics, animation and live action video are combined to illustrate the story of what makes this process so special. By wrapping all of these components into an interface that makes clever use of the iconic Dewar's 12 "drop," the experience delivers on the promise of substance. |
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