Johnnie Walker | The Party Lab
Consumer Research, Campaign Strategy, Creative & Art Direction
Production Partners: Citron Violet, Leo Burnett,
Creative Services Co.
From preparation of ingredients, mixing & stirring, to socializing & mingling— we recreated the used-to-be-offline-only whisky-drinking experience 100% via Instagram.
PR event has long been luxury industry's favorite way to drive exclusive brand awareness. However, it's expensive and can only capture a very limited reach, JW was hence looking a more efficient solution to replicate and scale the drinking experience digitally.
For the launch of this new entry-level whisky, JW wants to expose itself to a wider spectrum of whisky-lovers. Hyper-interactivity on social media becomes the best way to bring fun within the bottle anywhere, anytime, alone or with anyone.
