The document discusses the concept of "thinking inside the square" and proposes two platforms: 1) "Think Inside The Square" - Bringing together progressive leaders within a square space to have experiments, collaborations and debates to align Johnnie Walker with progressive thinking and elevate the square as a platform for ideas. 2) "A Square Production" - A production house that curates and produces short films, events, experiences to make the square concept cool and establish ownership over it. Examples proposed include square-themed music experiences, museums, films and exclusive nightlife events. The goal is to establish the square as a long-term platform to branch out into various creative and cultural productions.

1. The Square Drinker
In a society where being ‘round’ (yuan hua) is a grey Venn set that could
encompass anything from easygoing to easily suayed, we celebrate the
pointed.
We celebrate different points of view, we celebrate the many angles to a
challenge.
The uncompromising. The ones who aren’t afraid to stick out in a round
society. The ones who progress, but on their terms and principles.
We celebrate the squares in a round society, we celebrate the Johnnie
Walker drinkers.

2. What is a Square: Some sort of framework
Physical
-a 2D shape -stacked 2D slices -a pixel
-a block (Tetris) -a cube (in 3D) -a building block
-a hole -a box (to be opened, mystery) -functional
-3D slices -a room -compact, stackable
-container, bottle
Conceptual Where we want to be:
-a fence -cubism
-a field -many points of view
-a prison cell -different points of view
-rules, parameters Square as a Platform
-a matrix
-conversation -short films
-controversy -art
-debate -design
Attitudinal -opinions -experiences
-social -experiments
-sharp points of view
-confluence
-hard, unyielding
-game
-fair, democratic
-sticks out
-principled

3. Two platforms for consideration:

4. Think Inside The Square

5. Think Inside The Square
What happens when you think inside a square? A series of experiments, collaborations,
debate with progressive leaders. Align JW with them, elevate the square to a thinking man’s
playing field.
What happens if you put an artist, an engineer, a politician, and a writer in a square room for
24 hours, and give them a challenge?
Circle VS Square Behavioural Experiment: How do ‘circles’ and ‘squares’ move, interact, in a social setting?
What happens if artists, designers, engineers have to work within 4 constrains?
How can you reinterpret the square?
What can you do with a square canvas?
What happens if you put opinion leaders in a square room to debate?

6. production
A Square Production

7. pr duction
A Square Production

8. A Square Production
A metabrand/production house that is instigator, curator, and benchmark. Short films, TVC,
events, experiences—a square production makes them happen. We make the square cool, we
own the square.
A square production can be an invisible entity or different groups of 4: 4 curators, 4 artists, 4
filmmakers, etc.
What is the sound of square? Square routes in Shanghai that trigger an online music/sound
experience when people walk them offline.
Museum of Square: Put everyday square objects on a pedestal
Imagine the next Pact TVC, the child of a square production.
A VIP concert/DJ/club experience, by a square production.
An exclusive online short film, also a square production.
A documentary on cubism, or a Cubist exhibition, brought to you by a square production.
A longterm platform that lets us branch out into exclusive short films, TVCs, VIP concert / DJ /
nightlife experiences brought to you by: A Square Production