1. How many times have we heard ‘think outside the box?’
What does it even mean these days?
We don’t know, because we’ve always done our own thing,
walked to our own beat—and damn what everyone else
thinks.
We were the first to blend our whisky. The first to use a
square for a bottle. And we’ve been thinking inside the
square for 190 years.
Values. Principles. Conviction. Belief. The four sides to our
square.
We celebrate different points of view. We don’t follow
trends. We challenge ourselves to explore possibilities within
the square
And in doing so, we transcend it.
We celebrate being inside the square.
And we challenge you to join us.

2. Think Inside The Square
What happens when you see an empty square?
Do you see a window into imagination, wonder at what’s possible?
Do you see constrains?
Or do you see a challenge?
What’s possible when you think inside the square?

3. WEBSITE VISUAL 3
We challenge and invite consumers to think inside the square, we show them how we’ve
been thinking inside the square for 190 years.

4. [WEBSITE VISUAL]
What would you write here to put a
smile to everyone’s face?
We give consumers the opportunity to explore boundaries of the offline and online, the
freedom to express their point of view, to change their surroundings.

5. [TIMES SQUARE]
BEORE
COPY: What do you have to say to this square? Txt us at XXX.
AFTER
COPY: Nothing to see here, keep walking.
Your chance to say something to the world. What would it be?

6. WEBSITE VISUAL 2
Users visit our website, click on live views of offline spaces, give us suggestions, messages,
or pictures. User participation qualifies for free drinks, bottles, or passes to exclusive events.

7. BOOK OF QUOTES
User generated content compiled as a book of inspirational quotes, bundled with promotional
packs for Johnnie Walker Black Label.

8. Think inside the square.
Turn this square advertising space into something else.
Tell us at square.com

9. WEBSITE VISUAL 2
Users visit our website, click on live views of offline spaces, give us suggestions, messages,
or pictures. User participation qualifies for free drinks, bottles, or passes to exclusive events.

10. Ideas/solutions from the public that is executed :
How about a mini fridge serving Johnnie Walker?

11. [BILLBOARD]
BEFORE
COPY: Help us improve the scenery. Tell us at square.com
AFTER
VISUAL: Billboard replaced with a picture of a beautiful sunny sky.
If you could improve this scenery, what image would you put here?

12. [CANVAS]
BEFORE
COPY: What do you see in this square? Show us.
AFTER
VISUAL: graffiti on the canvas.
You’re in an art gallery. Every piece of work is a point of view. What
do you do with an open invitation to express yourself inside a square?

13. [WINDOW]
BEFORE
VISUAL: Dark/blacked out windows
COPY: Why are windows so boring? Txt the colour you want to XXX.
AFTER
VISUAL: Windows in different coloured lights.
How could you improve the cityscape when you think inside the square?

14. [LAND]
BEFORE
VISUAL: Text printed on concrete ground in a square border
COPY PRINTED ONTO GROUND: What do you see happening
here? Tell us at square.com
AFTER:
VISUAL: Empty land becomes a street party or concert
If you could do anything with a square plot of land, what would you do with it?

15. [LAND]
BEFORE
VISUAL: Text printed on concrete ground in a square border
COPY PRINTED ONTO GROUND: What do you see happening
here? Tell us at square.com
AFTER:
VISUAL: Empty land becomes a street party or concert
Change the weather?

16. [LAND]
BEFORE
VISUAL: Text printed on concrete ground in a square border
COPY PRINTED ONTO GROUND: What do you see happening
here? Tell us at square.com
AFTER:
VISUAL: Empty land becomes a street party or concert
How about an ongoing event? A guerrilla party: Mysterious square plots of
land that appear in random places every month.
Exclusive nightlife events for Johnnie Walker drinkers, these are the hottest
velvet rope in town, and the only free pass is by participating on our website.

17. VISUAL: A Johnnie Walker bottle, ink, fabric, and scissors
The square as a set of rules or parameters, we throw a monthly challenge to the
creative community. What can you create given four objects?

18. What happens if you push ‘square thinking’ further?
The Johnnie Walker bottle has been our ‘square
solution’ that lasted 190 years.
What ideas can we collectively come up with?
What challenges can we tackle?
What can be the next ‘square solution’ that will last us
another 190 years?

19. VISUAL: Han Han VS Guo Jing Ming
What if Thinking Inside The Square became China’s first platform to inspire new ideas and design
through leaders like Han Han and Guo Jing Ming?
Can we tackle sustainability issues like what to do with our used Johnnie Walker bottles?