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Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
Think Inside The Square
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Think Inside The Square

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  • 1. How many times have we heard ‘think outside the box?’What does it even mean these days?We don’t know, because we’ve always done our own thing,walked to our own beat—and damn what everyone elsethinks.We were the first to blend our whisky. The first to use asquare for a bottle. And we’ve been thinking inside thesquare for 190 years.Values. Principles. Conviction. Belief. The four sides to oursquare.We celebrate different points of view. We don’t followtrends. We challenge ourselves to explore possibilities withinthe squareAnd in doing so, we transcend it.We celebrate being inside the square.And we challenge you to join us.
  • 2. Think Inside The SquareWhat happens when you see an empty square?Do you see a window into imagination, wonder at what’s possible?Do you see constrains?Or do you see a challenge?What’s possible when you think inside the square?
  • 3. WEBSITE VISUAL 3We challenge and invite consumers to think inside the square, we show them how we’vebeen thinking inside the square for 190 years.
  • 4. [WEBSITE VISUAL] What would you write here to put a smile to everyone’s face?We give consumers the opportunity to explore boundaries of the offline and online, thefreedom to express their point of view, to change their surroundings.
  • 5. [TIMES SQUARE] BEORE COPY: What do you have to say to this square? Txt us at XXX. AFTER COPY: Nothing to see here, keep walking.Your chance to say something to the world. What would it be?
  • 6. WEBSITE VISUAL 2Users visit our website, click on live views of offline spaces, give us suggestions, messages,or pictures. User participation qualifies for free drinks, bottles, or passes to exclusive events.
  • 7. BOOK OF QUOTESUser generated content compiled as a book of inspirational quotes, bundled with promotionalpacks for Johnnie Walker Black Label.
  • 8. Think inside the square.Turn this square advertising space into something else.Tell us at square.com
  • 9. WEBSITE VISUAL 2Users visit our website, click on live views of offline spaces, give us suggestions, messages,or pictures. User participation qualifies for free drinks, bottles, or passes to exclusive events.
  • 10. Ideas/solutions from the public that is executed :How about a mini fridge serving Johnnie Walker?
  • 11. [BILLBOARD] BEFORE COPY: Help us improve the scenery. Tell us at square.com AFTER VISUAL: Billboard replaced with a picture of a beautiful sunny sky.If you could improve this scenery, what image would you put here?
  • 12. [CANVAS] BEFORE COPY: What do you see in this square? Show us. AFTER VISUAL: graffiti on the canvas.You’re in an art gallery. Every piece of work is a point of view. Whatdo you do with an open invitation to express yourself inside a square?
  • 13. [WINDOW] BEFORE VISUAL: Dark/blacked out windows COPY: Why are windows so boring? Txt the colour you want to XXX. AFTER VISUAL: Windows in different coloured lights.How could you improve the cityscape when you think inside the square?
  • 14. [LAND] BEFORE VISUAL: Text printed on concrete ground in a square border COPY PRINTED ONTO GROUND: What do you see happening here? Tell us at square.com AFTER: VISUAL: Empty land becomes a street party or concertIf you could do anything with a square plot of land, what would you do with it?
  • 15. [LAND]BEFOREVISUAL: Text printed on concrete ground in a square borderCOPY PRINTED ONTO GROUND: What do you see happeninghere? Tell us at square.comAFTER:VISUAL: Empty land becomes a street party or concert Change the weather?
  • 16. [LAND] BEFORE VISUAL: Text printed on concrete ground in a square border COPY PRINTED ONTO GROUND: What do you see happening here? Tell us at square.com AFTER: VISUAL: Empty land becomes a street party or concertHow about an ongoing event? A guerrilla party: Mysterious square plots ofland that appear in random places every month.Exclusive nightlife events for Johnnie Walker drinkers, these are the hottestvelvet rope in town, and the only free pass is by participating on our website.
  • 17. VISUAL: A Johnnie Walker bottle, ink, fabric, and scissorsThe square as a set of rules or parameters, we throw a monthly challenge to thecreative community. What can you create given four objects?
  • 18. What happens if you push ‘square thinking’ further?The Johnnie Walker bottle has been our ‘squaresolution’ that lasted 190 years.What ideas can we collectively come up with?What challenges can we tackle?What can be the next ‘square solution’ that will last usanother 190 years?
  • 19. VISUAL: Han Han VS Guo Jing MingWhat if Thinking Inside The Square became China’s first platform to inspire new ideas and designthrough leaders like Han Han and Guo Jing Ming?Can we tackle sustainability issues like what to do with our used Johnnie Walker bottles?

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