To help position Dewar's as "The Drinking Man's Scotch", we were tasked with creating a digital campaign that would prove to the world that being a "Drinking Man" meant more than just waking up fully clothed with a splitting headache and a nagging sense of regret. To do this, we created The Drinking Man's Guide, a thematic guide to introduce men everywhere to the qualities associated with being a Drinking Man. The qualities the Drinking Man must possess are introduced through a fable based around one of the legendary characters in the East End of Glasgow, before becoming a topic for competitions, challenges, and social activations. The first of three chapters is based around "Individuality" and is introduced by One Man Gang, the pacifist with one hell of a temper.