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.”
As Close as You Can Get
This was a banner ad campaign that I designed for Microsoft’s advertising division. They wanted something that was both elegant and edgy, which was definitely a challenge from a design standpoint, but I think we succeeded in creating something that was distinctly “not Microsoft” but also wasn’t so edgy that it was offensive.
Beyond The Label
Beyond the Label is a project aimed at providing Johnnie Walker drinkers a behind the scenes look at what goes into making the world’s most famous Scotch. This idea was born out of the request to have a recurring series of communications that provided “insider access” to the world of Johnnie Walker.
I just finished creating this identity and full web design for my friend (and excellent flash developer) Julio Vargas. This is just a sneak preview; he should have the final site up and running soon...stay tuned for more details and the launch…
“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.
Finally a social networking website with a purpose! I did all the design work for this beast of a site (50+ pages and counting) as a very close to my heart freelance project. The premise behind this site, founded by my friend Joe Satto, is that it’s always easier to achieve your dreams when you’ve got help. Watch for updates on this project, as it should being going live soon!
Love is an Adventure
This site was designed for a new business pitch and was centered around an interactive game that would allow users to learn about the range of Subaru models and their capabilities. Users could virtually explore the country and learn how to get the most out of their Subaru.
The brief for this project was to explore user generated content that would also double as a benefit to passive users. The solution was “The List”, a convenient place to go to learn about all of the latest trends in food, fashion and entertainment. In addition to feeding the list with content from UrbanDaddy, users could submit their own recommendations to be featured.
This was one of the first websites that I ever designed. Built to showcase the Johnnie Walker Championship, this site featured some beautiful photography of the Gleneagles golf course in Scottland as background images that gently cross-faded in and out. Sound recorded from a golf course, combined with the ability to launch this site full-screen completed the experience.
St. Patrick’s Day
This website was a monster...it was essentially five entire websites wrapped up in one, each built in less than a week. Each weekly update included video, e-commerce and various other St. Patrick’s Day themed games, offers and downloads.