LYRIC developed an innovative campaign for Cutty Sark Whisky, aimed at revitalizing the brand by connecting with a younger, adventurous audience. Central to the campaign was a custom-outfitted Mercedes Sprinter Van, transformed into the ultimate adventure vehicle. This van toured the country, making stops at surf shops, music festivals, and sporting competitions, where a brand ambassador spent over 200 days on the road engaging with consumers and capturing content for social media. The campaign strategically utilized live events and music festivals, such as SXSW, to create meaningful connections and generate extensive social media content. Despite budget constraints, LYRIC effectively maximized impact through routing efficiencies and self-created events, resulting in significant engagement: 100 event days activated, 125,000 event attendees, 18,000 samples served, and over 1,000 pieces of content produced.