Challenge & Insight
Johnnie Walker was looking to use Blue Label to recruit a new wave of luxury consumers, but its existing status-led positioning wasn’t relevant to them.
With a deep appreciation of quality & craft driving new luxury purchases, we quickly realised Johnnie Walker needed to shift their narrative to focus on celebrating the quality of the Blue Label liquid.
Opportunity & Solution
Bringing to life the craft & people behind a truly remarkable liquid.
We developed a series of emotive stories that captured the journey Blue Label undertakes on its path to becoming a whisky of such high quality.
A visceral journey
An, at first, traditional take on a whisky ad that delivers a mouth watering visual journey, changing perceptions of the true quality of Blue Label.
Out of Home
A mouth-watering visual that celebrates a complex liquid in a simple, yet elegant, way.
We brought our hero film to life in Out of Home with a key visual shot by Owen Silverwood.
The carefully crafted visual celebrates the complexities of the Blue Label’s ‘waves of flavours’ in a way that’s accessible & appealing to whisky & non-whisky drinkers alike.