Objective
Dewar's White Label's goal was to reach urban tastemakers in trendy Neighborhoods throughout Manhattan and Brooklyn. Using hand painted wall murals, Dewar's created a campaign that raised brand awareness while appealing to each neighborhood's aesthetic.

Execution
Colossal Media targeted eight locations in New York neighborhoods. Colossal Media's aim was to select highly visible and heavily trafficked areas while integrating the murals into the surround site's aesthetic. The artwork for the campaign was designed by renowned graphic designer, Shephard Fairey, with a retro style reminiscent of advertisements at the turn of the century Colossal's unique production style and artistry created the feel of an art installation rather than an uneventful sign hanging and large crowds surrounded the muralist's during the day. Through Colossal Media's organic hand paint medium Dewar's received a unique campaign that connected to this exclusive art savvy and street conscious audience while promoting the White Label line. Whereas a traditional outdoor sign campaign may have threatened to alienate the neighborhood audiences, Dewar's gained attention and name recognition in a positive light and a buzz-worthy fashion.

Documentation and Reaction
The White Label Mural campaign received notice and unanimous praise from neighborhood, artistic and current event blogs and public forums including community newsprints. Colossal Media was applauded for resurrecting the faded tradition of hand-painted advertisement and Dewar's was commended for a conscientious and artistic campaign. The New York Times took notice of the campaign as well and ran a full-page feature on Colossal Media touting the return of hand painted advertisements.

Analysis
Based on the success of the New York City advertising campaign Dewar's and Colossal further expanded their relationship to a national out-of-home campaign by adding Chicago, Los Angeles, Portland and Seattle markets in the Spring of 2007.

To see a short video of the project click here.

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