Bringing people together at the heart of campaign
A leading Scotch whisky firms new advertising campaign will focus on why its drams are the perfect choice for bringing people together.
Drawing on the fact that Johnnie Walker whiskies are crafted by bringing together some of the best individual whiskies from the four corners of Scotland, the campaign celebrates what happens when great whiskies and great people come together.
The campaign features stunning aerial photography of landscapes across the Highland, Island, Speyside and Lowland regions of Scotland alongside a series of feel-good films showing a man walking through a variety of precious yet everyday moments all around the world.
Including a wide range of people enjoying great whisky and great company the campaign shows how Johnnie Walker can be enjoyed at the times that matter most to people.
John Williams, Johnnie Walker global brand director, said: A commitment to making quality whisky for quality times has always been important to us and its great to talk about that.
For the best part of 200 years weve sought out the best whiskies from all over Scotland for people to enjoy when they get together with those who matter to them.
Thats what really excites me about this campaign, its a chance to put a spotlight on the fact that we bring together exceptional tasting Scotch Whiskies from every nook and cranny of the country and spend our time crafting them so that people can enjoy amazing flavours when they get together with their friends and family.
In keeping with Johnnie Walkers long-standing philosophy of progress – something often brought to life through its advertising – the campaign, developed in partnership with leading advertising agency 72andSunny and featuring Scottish actor Thoren Ferguson, recognises that in life its not just about where you are going, its about who you walk with.
Adam Koppel, creative director at 72andSunny Amsterdam said: Johnnie Walker is one of those iconic brands you dream of working on. It was important to us that we were, first and foremost, able to show why Johnnie Walker whiskies are as good as they are and why theyve stood the test of time.
But more than that, we also wanted to show, really simply, how the journeys we take in life are at their best when theyre shared with people who matter to us. We saw that as modern lives get busier and more complex, people craved the moments where they could come together with close friends – and in this campaign that came to life with friendships reflecting the depth, character, substance and uniqueness of Johnnie Walker.
The campaign will be brought to life via TV, digital and Out of Home media and having launched in Europe last month, it will now roll out to multiple countries around the world.
The campaign launches following the announcement of a £150million investment by Johnnie Walker parent company Diageo in Scotch Whisky tourism throughout Scotland – including plans for the opening of a new Johnnie Walker brand experience in Edinburgh – and a series of prestigious award wins as the brand, already the worlds leading Scotch Whisky, builds momentum ahead of its 200th anniversary in 2020.