Aristu & Co


Dewar's Campaign

Creation of a big concept in order to unify all Dewar's Scotch Whisky communication worldwide


In opposition to the demanding 'Keep Walking' of its main competitor we presented Dewarism, a kind of philosophical movement based on ancient writings of the company's founder, Tommy Dewar, defending the possibility of enjoying life without giving up success

Campaign launching the concept

Application of the concept to other campaigns


Gifted with a great charisma, Tommy Dewar 'The Whisky Baron' was a gregarious, fun-loving and flamboyant character. While his brother ran the business in Scotland he traveled around the world to place the family brand on the map of premium whiskeys. He got it, and also published the book 'Ramble Round The Globe', which collects his experiences during those trips and inspires Dewarism

The Red Book

As the campaigns were developed in each country we made 'The Red Book of Dewarism', a manual for the proper application of its visual identity

& Co

Creative direction Oriol Villar, copywriting Claudio Letelier, graphic design Miquel Capo, agency Villarrosàs, client Bacardi & Martini

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