Campaign details
Brand: Johnnie WalkerAgency: Whats Your Problem Brand Solutions
Strategy
Objective
The strategic objective was to create a campaign which resonated with a much younger audience than what the brand was perceived to be for. Historically Johnnie Walker has always been seen as a Father's Brand, but it now wanted to become the youth's brand.
The youth however don't associate with brands just for the sake of it. They only adopt a brand when it stands for something they believe in and stand for themselves.
The biggest problem with reaching out to the youth was that...