Here is an exciting challenge. How do you talk about something so simple as flavor (sometimes called liquid credentials), when you have a tagline, Keep Walking" that is all about human progress and reaching for a higher state of being? Together with Johnnie Walker, we helped them bridge the gap. The "Have Character" idea provided us a platform with the flex to talk about the flavor and the character of each whiskey throughout the entire range of labels all while laddering up the bigger brand idea.
We executed the camping using a vivid cast of characters mixed with rich and visceral metaphors. The campaign is a tribute to the craft of making whisky, as well as the men and women who, embody the spirit of "Keep Walking."
The Black Label and Double Black Label work were created in collaboration with LA-based influencer and artist Mattia Biagi.
For Blue Label we worked with Guillaume Nery, world champion free-diver to create one stunning image, shot 40 meters underwater in the breathtaking cenotes of Yucatan, MX.
We formed The Gold Label execution in partnership with Bionic League by bringing the smooth golden quality of Gold Label to life by shooting laser lights onto thousands of golden disco balls floating down a Scottish river.
My Role: Executive Creative Director /Art Director
Executive Creative Director: Martin Peters
Chief Creative: Mike Byrne
Director: Johan Renck
Photo: Klaus Thymann
Agency: Anomaly NYC
On the back of the above the line executions we created the "Character Series" featuring each of our protagonists.