Johnnie Walker: Tristan Eaton by LOVE

Agency: LOVE
Date: Feb 2018
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Love was challenged to create a global limited edition gift pack concept that reflects the complexity and beauty of Johnnie Walker’s whisky, speaks into the brand purpose of celebrating human progress, brings new energy and emphasis to the brand’s enduring icon - The Striding Man, attracts a younger, more contemporary consumer to the brand and works for all variants across both card and tin substrates.

The agency collaborated with US mural artist, Tristan Eaton, to create a series of high impact, large scale artworks that blend his own unique take on popular culture with brand and variant storytelling. It felt Tristan’s bold, vibrant and intricate work was a truly modern reflection of the whiskies themselves. Taking inspiration from the many different flavours and aromas in the Johnnie Walker range, Eaton created unique and expressive mural designs that hero The Striding Man as an icon of culture.

“We’ve long dreamed of connecting Johnnie Walker with credible popular culture, so it was great to get Tristan Eaton involved in this gifting idea," said David Palmer, executive creative director of Love. Acting as a ‘conductor' between brand and artist meant we could achieve the perfect balance of brand and liquid storytelling blended with Tristan’s own unique take on pop culture."