For many millenials, whiskey still has something of a smoky old man's room about it. Johnny Walker wanted to change that urgently to keep up with its target group.

The challenge:
How to reach that suspicious target group with a considered old fashioned drink?

Our solution:
Create new kind of whiskey drinks and throw a big party. In our case a party that lasted about a week and had its own popup location in one of the most trendy districts of Hamburg. During the event our bar was the place to be, including live music, DJs, art performances, mixology workshops and lots of whiskey drinks. The letter were given out for free. All you had to do was to collect vouchers on the way to the bar which were placed as QR-Codes on our special print ads. Scan the code with your phone, sign in to our website and show the voucher to the bar keeper. Done.

My part:
I did the concept and design for the website and voucher functions together with our partners from VAST forward.

Credits

Client:
Johnny Walker Black Label