Creating a campaign mechanic and identity for Blind Pig cider, a product that celebrates ’Breaking the rules’ through teaming cider with spirits to create unique flavours. Drawing upon ‘Speakeasy’ culture, our ‘Blind to the Rules’ campaign encouraged people to think differently and challenge their perception of traditional cider occasions. With a series of ‘alternative rules’ and tonal headlines that dared people to change their actions and push boundaries in a playful, bold way.