The Woodsman is a new Blended Scotch whisky launched with the aim of recruiting craft beer and bourbon drinkers into the blended whisky category.

We needed to find a way to involve consumers in the brand’s social media posts in a way that was accessible, interactive and fun.

The “build it how you like it” content was made to capture the attention of the audience by presenting the posts in an unexpected way, as well as being interactive too.

We used the whisky’s DIY theme as a mechanic to reveal messaging and introduce a playfulness to the content. These were in the form of interactive Instagram click-through stories, and mock Facebook adverts and posts, which had a break-frame effect.