JOHNNIE WALKER - GHOST & RARE

PREMIUM LIFESTYLE OOH & DIGITAL KEY VISUALS FOR GLOBAL TOOLKITS

BACKGROUND

Johnnie Walker’s Ghost & Rare Blended Scotch is created using only the rarest whiskey. With a high price point, the brand targets a style conscious and lifestyle driven demographic. The global brand team needed assets for multiple uses across OOH, POS, Print, Social & Digital as part of a toolkit for the UK and international markets.

APPROACH

With a wide range of assets needed for the toolkit we looked at shooting high quality photography across 2 SKUs with 5 variations that could be used across multiple channels.

execution

The art direction was focused on reflecting the luxury and premium nature of the product. Shot on location at The Curtain, a private members club in Shoreditch, we used a shallow depth of feel on the shot with shards of light in the background to add more depth and richness. Gold and turquoise props were used to align with the brand BVI.

Photographer | Andy Parkington