Beirut, Lebanon: Dewar’s launched its second edition of the LIVE TRUE campaign with more stories to uncover. LIVE TRUE is a message of inspiration for those who have turned their passion into reality by following their heart and swimming against the current. Dewar’s identified creative individuals who embody the spirit of the brand as they translate how Dewar’s Scotch Whisky has always lived true to its heritage. The aim is to communicate an untold story and capture the essence of the artists and their journey. The commercials are currently being aired on TV, supported by an extensive billboard campaign to introduce this year’s Truers.
Who Killed Bruce Lee, a Lebanese rock band currently touring in Europe, tell their story of how they came to realize their dream. The journey began after selling all their possessions to be left with only each other and a simple dream. To the members of WKBL, it was never about leaving Lebanon; it has more to do with who you are and how much courage you put into following your passion. The young artists sacrificed their personal lives for a life they’re living through music. No safety net, no comfort zone; just a risk for passion.
The second ambassador to the brand who appeared in the campaign is a young Lebanese chef named Tara Khattar. According to Tara, it was not her who chose cooking; rather, it was cooking that chose her. She has always felt like an outsider until the moment she set foot in the kitchen. Everyone was against her decision to follow that career path; for them, it was a hobby. For her, it was a way of laying her feelings and life experiences onto a plate – to deliver her passion to people through food. A successful chef is not what Tara wanted to be, it’s what she needed to be. She is now one of the top food consultants and caterers in New York who works with A-list clients and brands.
The above examples are regular people who chose a different path in their lives – a path unique to their dreams. The taste of freedom that is found through one’s efforts and the tireless pursuit of success, is not something that happens easily and is a key ingredient of Dewar’s Whisky. It’s a choice that we must make. A road that we discover ourselves – because in the end, “if it doesn’t come bursting out of you in spite of everything, don’t do it” – Charles Bukowski.