The 'Character' campaign plays a key role in the brand's luxury marketing strategy which has broken new ground through high profile online content and experiential events in recent months.
|The new Johnnie Walker Black Label / Double Black featuring artist Mattia Biagi|
The advertising focuses on the distinctive, individual character created by the craftsmanship and blending excellence behind four Johnnie Walker Scotch whiskies - the rarity and depth of Johnnie Walker Blue Label, the smoothness and radiance of Johnnie Walker Gold Label Reserve, the boldness of Johnnie Walker Black Label and the intensity of Johnnie Walker Double Black.
In creating the campaign, the Johnnie Walker brand worked with a range of ground-breaking pioneers to craft a series of images that have been influenced both by the character of the blends and the expertise of the personalities behind the images, producing powerful visual metaphors for the character of each whisky.
Commenting on the new campaign, James Thompson, Managing Director of Diageo Global Reserve, said: "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. Johnnie Walker is consistently breaking new ground in luxury marketing, of which this campaign is part."
Each of the advertisements in the new campaign takes its inspiration directly from the unique and identifiable character of the whisky at its core:
The new Johnnie Walker Blue Label advert features Guillaume Néry, the French world-champion free diver, who was photographed in search of rarity and depth some 100ft below sea level in The Pit, the entry point to the world's largest underground river system in the Yucatán Peninsula of Mexico.
For the new Johnnie Walker Gold Label advert, pioneering light artists Bionic League created a physical representation of this smoothness and radiance as they produced a literal 'River of Gold' by floating golden disco balls down a river in the Scottish Highlands. Bionic League help some of the world's greatest musical artists to thrill audiences worldwide with spectacular light shows.
In the advertising for Johnnie Walker Black and Johnnie Walker Double Black, the characters of both blends are brought to life by Italian-born artist Mattia Biagi who is known for transforming everyday objects into vibrant and iconic works of art in black. For the advertising campaign, he transformed a whole room of iconic luxury pieces - including a grand piano and a vintage car - into bold and intense pieces of art, through the use of black, fire and smoke.
The Character campaign launch follows the brand's recent release of the online film 'The Gentleman's Wager' starring Jude Law and Giancarlo Giannini and the hugely successful 'Symphony in Blue' event - the world's first theatrical, experiential, musical and artistic journey through a luxury whisky - held in London last month. The Gentleman's Wager, in which Law plays the part of a man who, despite having it all, proposes a wager to try and win a money-can't-buy prize, has now attracted over 30 million views.