JOHNNIE WALKER - THE YEAR OF THE RAT CAMPAIGN

PHOTOGRAPHY CREATIVE FOR A GLOBAL TOOL-KIT

BACKGROUND

Chinese New Year is a major event in the whisky calendar and Johnnie Walker produce a limited edition Blue Label bottle designed for the occasion and aimed at the HNWI market in Asia. We needed to create content for a global tool-kit that reflected the customer and the culture.

APPROACH

We spent a lot of time researching the market and CNY in Asia and the marketing associated with it. We hired a Chinese consultant to review all our creative, props, styling and locations to make sure they were authentic and relevant to our target demographic.

EXECUTION

We shot on location 8 key visual variations over 2 days, building a set around the feedback from our Chinese consultant. Our content took into account all the digital, print and PR needs of the tool-kit including extreme formats.