Johnnie Walker Blue Label: The Gentlemen's Wager
Ronnie Thomas
Campaign details
Brand owner: DiageoLead agency: PHD Singapore and Anomaly New YorkContributing agency: Freuds London and RSA FilmsBudget: 1 – 3 millionCountry: RegionalIndustry: SpiritsMedia channels: Content marketing; Events and experiential; Magazines - consumer; Online video; Public relations; Social media; Television; Word of mouth, advocacy
Market background and cultural context
After suffering a period of decline following the Global Financial Crisis, the luxury market had bounced back and was rapidly growing. Whilst appetite for luxury goods was returning, there...