Looking to consolidate its rapid growth among young adults in emerging markets such as Brazil, Mexico, Angola and Central Europe, Passport challenged Jim Vision to capture the free-spirited and colourful essence of the brand using street art on a single canvas.
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| Passport Blended Scotch Whisky - Urban Art Project bottling |
Known for his bold compositions and high level of detail, Jim was given the freedom to experiment with different materials to express his interpretation of what Passport means to him; the result is a striking piece of street art that forms the basis of the #UrbanArtProject campaign.
The campaign which has been launched with the hope of engaging with millennial consumers in five markets, including Spain, Portugal, Bulgaria and Poland, has been brought to life through a limited edition bottle, wrapped in Jim’s original artwork.
Commenting on the news, Mark Thorne, Passport Global Brand Director, said: “In 2015, Passport Scotch earned its position as the fastest growing blended Scotch that sells more than 200,000 cases per annum2, which is confirmation of the great successes that we have seen in encouraging our consumers to unleash their curiosity and explore the world around them with Passport. Urban art is an integral part of our cities, so we see it as a natural fit for Passport Scotch as it really allows us to push the boundaries of creativity in the whisky category.”
He went on to say: “After seeing Jim Vision’s work, we knew we wanted him to lead our first ever Passport Scotch Urban Art Project and we couldn’t be happier with the results. Jim’s creativity was allowed to flow without constraint, which resulted in this fantastic piece of art that brings our values to life and we hope it will continue to inspire our consumers in emerging markets around the world.”
The Jim Vision, Urban Art Project wrapped bottles of Passport blended Scotch whisky, will be available in existing markets later this month.
Posted by Steve Rush