Gone are the days of the bearded man in a smoking jacket, slowly sipping scotch in a lowball glass in front of fireplace-lit living room. In an attempt to appeal to the younger demographic looking to experiment with their drink menu, Johnnie Walker unveiled a new campaign composed of bold, expressive artwork and provocative language to resuscitate the otherwise stodgy prenotions of scotch. The following was a shopper-interpretation of the new brand world consisting of a full point-of-sale print suite, displays, on-premise cocktail program and on-premise toolkit.
Executive Creative Director: Shawn Kraemer
Group Creative Director: Andrea Farina
Associate Creative Director: Ethan Kociela
Art Director/Designer: Tim Madrid
Copywriter: Jessica Linnett
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