Diageo aims to reflect character of Johnnie Walker luxury scotch whiskies in global campaign
Diageo Scotch whisky brand Johnnie Walker has released a new global advertising campaign to promote its four luxury whiskies.
Created by Anomaly New York, the campaign, entitled ‘Character’ will aim to relay the craftsmanship and blending of the four whiskies; Johnnie Walker Gold Label, Johnnie Walker Blue Label, Johnnie Walker Black Label and Johnnie Walker Double Black.
One element of the campaign, saw light artists Bionic League were tasked with creating a physical representation of this smoothness and radiance, resulting in the creation of a ‘River of Gold’ through the use of floating golden disco balls down a river in the Scottish Highlands for the advert.
James Thompson, managing director, Diageo Global Reserve, explained: “The Character campaign enhances the luxury credentials of the Johnnie Walker brand and its range of remarkable whiskies. The advertising beautifully reflects the craft, quality and character of each of our blends through work of exceptional creative standard.”
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The campaign will include two online films, poster, social media and print activity.
This is latest latest in a recent series of campaign activity for the brand, following ‘The Gentleman’s Wager’ featuring Jude Law and Giancarlo Giannini and the ‘Symphony in Blue’held in London last month- a theatrical, experiential, musical and artistic event designed to take the audience through a luxury whisky.
Last week Diageo called a review of its advertising account for Johnnie Walker.