Johnnie Walker
How to make history futuristic
Johnnie Walker has a rich heritage, a tradition of craft, and an authentic passion for whisky.
Exactly the things drawing younger customers to single malt brands.
We needed to bring out these stories hiding in every bottle.
In a way that would get attention and be talked about.
A hologram on your palm
We created a new way to tell old stories with technology.
Specially crafted videos with Johnnie Walker’s master blenders showing how the whisky is made, and how to drink it.
That came alive in 3D holograms, playable on any screen.
A spectacle that worked for retail, outdoor, activations — and on phones.
As the copy CD, I worked with Johnnie Walker’s blenders in Scotland to develop the concepts, led the copy team to write the scripts, and oversaw the production of 5 holographic films.
The impact
The idea was trialled in Thailand and the US, increasing reach by 40%.
Within a year, it was launched in 7 global markets, from China to Brazil.
It cut the cost of whisky mentoring – reaching and engaging high-value customers – from USD 300 per person to USD 8.