Johnnie Walker "Have Character"
Here is an exciting challenge. How do you talk about something so simple as flavor (sometimes called liquid credentials), when you have a tagline that is all about human progress and reaching for a higher state of being?
Together with Johnnie Walker, we helped them bridge the gap with The Have Character work. A platform that has flex to talk about the flavors and the character of each whiskey in the entire range of labels as well as the ability to ladder up a 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."
Black Label and Double Black Label
In collaboration with LA-based artist Mattia Biagi we covered an entire Victorian room in black tar. All-in-all a genuinely amazing TV and photo-shoot.
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 created 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
- Project Roles
- Art Director, Creative Director
- Art Direction, Creative Direction
- Commercials - Broadcast, Commercials - Video, Posters
- Project Industries