Not everyone loves the peaty taste of Laphroaig whisky. So for Laphroaig's #opinionswelcome campaign we worked with White Label to show off the best and worst opinions on this controversial of tipples. Our film became Adweek’s Ad of the Week, was viewed more than 3 million times, ran across Europe as a TVC and a 60" cinema cut. Most crucially, it drove a 25% sales spike for the quarter. That’s a lot of new fans … and a few haters too.