Johnnie Walker: Yulu Campaign
Andy Edwards
Campaign details
Brand owner: DiageoAgencies: BBH China and Ogilvy & Mather, ShanghaiBrand: Johnnie WalkerCountry: ChinaChannels used: Cinema, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Word of mouth and viralMedia budget: 5 - 10 million
Executive summary
In China's luxury spirit market, consumers look for the status that is created from being seen with something new or expensive. Johnnie Walker did not stand for either of these aspects in terms of providing status. So this campaign was designed with a...