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Dewar's made a rallying cry for the kind of values that are being lost in today's society of haste and immediate results. The protagonists of this second LIVE TRUE campaign were the Dewar's workers themselves and their attitude towards making True Scotch.

An attitude shared and defended by many other trades and people, which shows that it is possible to maintain a tradition, a profession, a vocation, regardless of fashion and the opinion of others. The true authenticity of a product lies not only in its origin, but also in the spirit of those who create it every day.

To portray the effort, the solitude and the courage that continues to make whisky in the north of Scotland, was the intention of the print campaign.

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