Laphroaig

The Opinions Welcome campaign is a bold move for a bold whisky to invite everyone to have their say. Love it or hate it Laphroaig is a brand that inspires strong opinions. Even Laphroaig’s most ardent fans tended to describe the liquid in an intriguing and often disparaging way. I was responsible for creating ATL print, digital, and content for the campaign. Additionally, I designed bespoke POS and experiential concepts that helped bring the Opinions Welcome and Islay (birthplace of Laphroaig) to life.