Maker’s Mark

As part of D&AD New Blood Awards, Maker’s Mark asked us to reimagine their bourbon as a zero-proof alternative for the “moderation generation”.

The Problem: Gen-Z isn’t just not drinking—they’re the loneliest generation, with 48% saying they feel like no one understands them.

The Insight: Young men use use alcohol as a shortcut to connection, but it rarely delivers on the depth they actually crave. It can actually make them feel lonelier.

The Idea: Show that real brotherhood emerges in the small, everyday moments. You don’t have to be drunk to say I love you, bro.