woodsman doers draw
01
challenge
Create a disruptive in-store presence for The Woodsman Whiskey that not only stands out across major retailers, but genuinely connects with its ‘Doers’ audience while driving meaningful engagement.
02
insight
The Woodsman drinker isn’t just buying whisky, they’re buying into a mindset. This audience values craft, camaraderie and the satisfaction of making and doing, so the promotion needed to feel rooted in that world rather than something purely transactional.
03
idea
I brought the Doers Draw to life as a cohesive physical and digital experience, grounded in the rugged, hands-on spirit of The Woodsman Whiskey.
In-store, I designed a suite of shopper assets including an aisle fin, shelf wobblers and a neck collar, all working together to create strong visibility and guide the shopper journey.
The barrel became the central visual device across the campaign wherever space allowed, reinforcing the core idea of “winning from the barrel”. In tighter formats, I prioritised the bottle to keep the brand front and centre while maintaining clear messaging.
I then brought the barrel to life through animation, creating both an in-aisle video and a website header where it became the moment of reveal. A polaroid-style message would burst out of the barrel, much like a tombola draw, building anticipation before revealing either a prize or a ‘sorry’ outcome.