Johnnie Walker: Glass Car - Join the pact

This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.

Johnnie Walker: Glass Car - Join the pact

Agency: Iris Worldwide

Brand: Johnnie WalkerAdvertiser: Diageo LebanonCountry: Lebanon

Creative effectiveness

Join The Pact is Johnnie Walker's global Never Drink and Drive campaign utilising Walker's sponsorship of the McLaren Mercedes F1 racing team. This global campaign originated from Singapore. Using the world's quickest and most advanced motorsport on the planet to promote a never drink and drive message posed a unique challenge that needed a finely balanced execution. We focused on control as our key message, delivered in a beautiful but impactful way. The film acts as a reminder of...

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