The Smokehead Rulebook

John Doe Group

Client: Smokehead Whisky

Smokehead whisky doesn’t play by the rules and nor does its fans, so we invited them to quite literally rip up the rulebook.

We filled our Rulebook is with bogus ‘advice’ given by cynics to leading creatives. Advice they ignored, choosing instead to blaze their own trail. Each oil-infused page can be ripped up and burned to ‘smoke rinse’ your whisky glass and elevate your Smokehead experience. The story was shared to a vast and varied audience of subcultures and communities by our trailblazing contributors (inc. Pro Green, Steven Bartlett, Stefani Nurding) and a curated list of influencers.