CHALLENGE: Go against Woodford Reserve's usual Americana-esque advertising style.

IDEA: No matter where we are in life, there are always opportunities—and an inherent desire—to move up. to make things better. To do more than what others believe we are capable of. To crush the status quo. We all have aspirations, and sometimes all we need to achieve them is a combination of confidence and hard work.

AD: Nils Philipon
CW: Scott Muska