D&AD New Blood Pencil Winner - William Lawson - 2023
"The most average man in the world" is based on the insight that young adults, particularly teenagers, actually don't like whiskey, despite the masculine associations that comes with it. The campaign aims highlight that William Lawson's new Highlander Orange is a the least average whiskey for the average person.

The campaign's message is delivered through a parody of the famous Dos Equis "the most interesting man in the world" ad, with the main character being "the most average man in the world." The ad portrays the average man as someone who doesn't conform to the typical whiskey-drinking stereotype and suggests that people should be comfortable with not liking whiskey.

Overall the campaign's tone reflects on whiskey culture amongst young adults in a humorous way.