People are afraid of the challenge of scotch. Johnnie Walker is a 200 year old brand and consumers only think of it as an old man's drink. We decided to change that. We were vibrant, visceral, and unmissable. A new inventive and daring twist to this old drink. Our goal was to disrupt the senses and give Johnnie Walker a new identity. Directed by filmmaker and photographer Matt Lambert from Pretty Bird.
Red Label
Not sure if you’re killing your tastebuds or bringing them back to life. A trip back from hell or a fiery plunge into it. The claw marks after great sex. The VHS tape of your summer set on fire.
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Black Label
This is not your silky black sheets, PG-13 kind of smoke. This is embers on your nose and charcoal in your lungs. Not a hint of smoke but smoke that comes with a warning label. Apocalypse replayed. Again, and again, every sip.
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The Serves
There's a new generation of Walker in charge. A whole new approach. We designed three different rooms for each of our serves to have a specific personality. Everything we did was designed to awaken the senses and conjure a gut-deep bodily response. We wanted to be unapologetic, graphic, and daring. The old Johnnie is over and a new Johnnie has emerged.
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DIA Partnership
We partnered with DIA, a motion graphic studio, who helped us make animations to go with serve and bottle videos for digital OOH.
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OOH
![Miami, FL](https://cdn.myportfolio.com/dab151f29454194954a9301b343561df/575ce0b6-2f94-46a9-97b0-d836027def3f_rw_1920.jpeg?h=4a41927aed1acee8c41c1ff341f0bb39)
Miami, FL
![Houston, TX](https://cdn.myportfolio.com/dab151f29454194954a9301b343561df/46078fdb-49d9-446f-a66f-e1f780251215_rw_1920.jpg?h=1919477e526ef717985992b4b24a7d25)
Houston, TX
![Brooklyn, NY](https://cdn.myportfolio.com/dab151f29454194954a9301b343561df/b901b492-899c-458c-93c6-6c257fe0fb31_rw_1920.jpg?h=52a00016629d9fe24c3a577ec90a0cfe)
Brooklyn, NY
![New York City](https://cdn.myportfolio.com/dab151f29454194954a9301b343561df/063f5086-0702-4fbb-9485-baf4577815e6_rw_1920.png?h=e3b73143ea6712b9409265204bc5f514)
New York City
Oculus, NYC
Created at Anomaly New York
Creative Director: Leanne Amann
Art Director: Hannah Campbell
Designers: Jessica Trombatore, Bari Schechter, Adrian Ortega
Director: Matt Lambert
Production Company: Pretty Bird
Edit House: The Mill
Animation House: DIA
Photographer Bottle Shoot: Scottie Cameron
Photographer Serve Shoot: Polly Brown