Dewar's new global campaign encourages consumers to stay curious

Dewar’s new global campaign, Stay Curious, encouraging consumers to seek out new, memorable experiences across cultures. 

Back in 1846, John Dewar and Sons set out to craft the world’s best Scotch whisky from their tiny copper-filled distillery in Perth, Scotland. Instead of following in other’s footsteps, the inventive lads endlessly explored and experimented before discovering a new, previously unheard-of blending process called “double-aging.” This innovative process not only gave their whisky a smoother finish than anything else on the market, it proved that seeing potential in places that others overlook can often lead to greatness.

Now, 174 years later, we continue to propel Dewar’s “inquisitive spirit” forward in a fresh way that focuses on diversity and a connection to global culture through this new campaign. Stay Curious launches with two films inviting people to explore and look beyond the obvious with Dewar’s. Scout will run in the US and The Party will run in Spain.

The fully integrated campaign was created with creative agency partner, BBDO NY and is running on TV/OLV, print, out-of-home, social and experiential activations. The spots were directed by Tim Godsall at Anonymous Content.