The Live True campaign was launched in several countries: Spain, Greece and Lebanon, among others, yet each country applies its own laws and regulations on brand communication.

However, there is one thing common to all markets: for brands to be heard one must create content that is not exclusively advertising. So, we made a few documentaries that tell real stories in which the characters have no direct link with the product. What the stories do is help the brand have a point of view that connects with consumers through a unique and authentic experience.

In order to involve the audience, we made documentaries on the main characters and shared their stories. We published their Twitter accounts on print, outdoor and digital media. This allowed people the freedom to participate by sharing their thoughts and experiences, mainly through social media platforms.

In addition to the different digital formats that led to the documentary, the characters themselves helped the awareness on films through the #livetrue hashtags and their personal Twitter accounts. For instance, Alex Honnold used his personal user @alexhonnold to share his story and inspire his followers with Live True attitude messages.

The integrated strategy has obtained excellent results in each country where the campaign was launched.

In Greece, the main piece got 730,000 views in a day and a half. Digital interactive pieces reached over one million unique visitors in a single day.

In Spain, more than 800,000 viewers saw the main piece, and 5,000,000 saw the 20” pre-roll films. Also, in the core areas, Dewar's became brand leader in off-trade SOM (+2.8 points) and won +4 points in on-trade SOM.