The 24 is a relationship marketing program aimed at the global Johnnie Walker drinking audience.
“The number of carats in the world’s purest gold. The hours of achievement in a single day. And the precise angle—24 degrees—at which each label is carefully applied to every bottle of Johnnie Walker Scotch Whisky around the world.
Fixed precisely upward, symbolizing relentless progress and optimism, the Johnnie Walker label has inspired the creation of The 24, a world of privileges, knowledge, and rewards. Features will include: “The 24s” from around the globe, or user-generated lists of restaurants, bands, bars, and more, all set to Johnnie Walker-inspired standards; and 24-minute, downloadable Walks of Greatness podcasts, where extraordinary ndividuals will share their stories of achievement and success.
The path continues on, and rich rewards lie ahead. Step up with The 24.”
Bed The Series
I shot the photography and did all of the design on the poster for latest installation of the mini series “Bed”.
“Whether you are gifting, serving or entertaining with Johnnie Walker this holiday season, you are sure to make a lasting impression.”
This year we were faced with the difficult task of organizing multiple holiday initiatives into an integrated experience. The program stretched across several different channels including packaging design, HTML emails, direct mail and a full modular flash site build.
I am particularly proud of the web component to this project, which made use of innovative navigation techniques, 3D motion graphics, video and xml.
The Johnnie Walker Private Tasting program shows current Johnnie Walker consumers how to organize and host an exclusive Scotch tasting for their friends. The multi-channel program began with a simple, elegant mail-piece that formally invited customers to watch a video introduction teasing the new program. A few weeks later, a follow-up email unveiled the Private Tasting and linked to the website, where customers could watch videos, download content and order a limited-edition private tasting kit.
The program was a huge success, generating more than 2,000 responses in the first 48 hours alone. Diageo is now looking to expand the experience by offering additional content such as cocktails, food pairing and blending.
Figuring out a way to promote Johnnie Walker as the perfect Valentine’s Day gift was definitely a bit of a head-scratcher at first, but this promotion wound up being very successful. Thanks to our partnership with Saks Fifth Avenue female consumers would receive a gift certificate when they purchased a bottle of Gold Label for their significant others. Guys could gift the certificate and keep the Scotch as a nice Valentine’s Day gift for themselves.
This execution of Johnnie Walker’s Father’s Day program was abandoned for something very similar, but I always loved this background image.
I’ll be the first to admit that this image is pretty ridiculous, but I got a kick out of creating it. The kind folks at Johnnie Walker asked me to come up with a cover image for their fiscal year plan that they had entitled “Taking Johnnie Walker to New Heights”. This was where we netted out. Get it? “New Heights”?!? ....
This was a wonderful idea that somehow never got executed. The idea was to identify high valued Johnnie Walker consumers and reward them with a membership card. The card would be their ticket to preferred treatment at events around the country in addition to other online membership privileges. I’d personally join just to get my hands on a membership card that had holographic foil on it…
Cask No. 16
This mailing was sent to loyal Crown Royal drinkers to give them advance notice of a new blend being released, Crown Royal Cask 16. This was a fun piece to work on just because of the sheer number of textures incorporated into the design. The envelope was a matte black stock and the cover of the brochure was made from felt.
This was an excellent departure from the standard Crown Royal work in my book. The black and gold motif looks so much more sophisticated than their trademarked purple.