Johnnie Walker: Keep the flame alive
Agency: Leo Burnett Beirut
Brand: Johnnie WalkerAdvertiser: Diageo LebanonCountry: Lebanon
Objectives
With a burgeoning nightlife, and a permissive consumption culture, the whisky category has long reached maturity in Lebanon. A spirit of choice enjoyed either in home, at bars and/or clubs. However, the increasing security threats affecting the territory as well as the institutional void at the political level has taken its toll on the Lebanese economy - an economy highly reliant on tourism. As summarized in the Executive Magazine, "If Lebanon's tourism were an economy in its own right, the last...