The ‘Character’ campaign focuses on the individual characters behind the brand’s Blue Label, Gold Label Reserve, Black Label and Double Black whiskies.
In creating the campaign, the brand worked with "a range of ground-breaking pioneers" to craft a series of images to create visual metaphors for the character of each whisky.
The Blue Label ad, for example, features Guillaume Néry, the French world-champion free diver, who was photographed 100ft below sea level in The Pit, the entry point to the world’s largest underground river system in the Yucatán Peninsula of Mexico. This is meant to represent the "rarity and depth" of the whisky.
Brand: Johnnie Walker
Clients: James Thompson, managing director, Diageo Global Reserve and Daniel Leahy, global credentials director, Johnnie Walker