Bells had a problem. They were a major sponsor of Scottish football but the supporters gave them no credit for this relationship. We set about showing that Bells were indeed passionate about Scotland's version of the beautiful game and not merely a sponsor. Our empathetic poster campaign proved very successful. We actually increased sales of Bells whisky in Scotland. Something that was not part of our remit and a fact that annoyed the hell out of TBWA (Bells' London Agency). We also won lots of awards including a silver and a silver nomination at D&AD. Powerful thing empathy.