Manchester agency Love has taken the wraps off its latest work for drinks giant Diageo - a campaign to promote Johnnie Walker Gold Reserve whisky in Asia.
Love's brief was to "position the whisky brand as a drink of celebration and flamboyance". It produced a film and stills which are now being launched as the 'Spirit of Celebration' campaign, running across Asia in premium venues, bars, retail outlets and airports.
Mike Hughes, creative head at Love, said: "Johnnie Walker Gold Reserve, ‘The Spirit Of Celebration’, is a campaign that celebrates the uniquely flamboyant character of Gold Reserve, whilst at the same time championing the new spirit of optimism in China.
"Our creative approach was to reflect this character of celebration through dance in a fresh and contemporary way in keeping with the Johnnie Walker progressive DNA.”
Love commissioned Universal Everything and Realise to produce the moving image animation. It worked with regular collaborator Tom Van Schelven on the photography.