Johnnie Walker Blue Label: "A gentleman's wager" viral campaign
Situation analysis
Overall assessment
This is the story of two men, a hand-made luxury Italian yacht, and a gentleman's wager made over a rarer-than-rare scotch whiskey. This is the story of the short film written in Canada that set out to make Johnnie Walker Blue Label the definitive global icon of new luxury. And it's the story of a campaign that used strategic insight to plan for virality rather than simply leave it to chance.
After suffering a period of decline following the Global Financial Crisis (GFC), the...