In the face of a flourishing white spirits market, Bowmore wanted to attract some attention to their whisky. Aiming for vodka-scoffing clubbers didn't seem right. However, having a serious chat over a dram of a superb single malt seemed more apt. For this pitch, we proposed that Bowmore own that moment as the ideal catalyst for conversations from sports, politics and current events to man bags. Creating debate is a great platform for social media and perfect for spontaneous topical ads, giving the brand ownership of a key trigger point. The campaign was loved by Bowmore’s UK marketing team, however owner of the brand, Suntory, decided to go with another agency's images of highlands, heather and kilts.