Producing a category-disrupting idea in a restricted category is hard. When crafting our work for The Woodsman Whisky we always had ASA and Clearcast guidelines front and centre in our minds, to ensure our comms were not only effective but also responsible. So we’re delighted that The Times broke the news that, in response to an investigation into the ad, the ASA has ruled that our beaver characters were “too grotesque to appeal to children”. Better still – we’re on track to smash all sales targets. It just goes to show that brave ideas translate into business results.