The Double Black Countdown
- It has been a long time since Johnnie Walker has released a new blend for worldwide consumption. In the fall of 2011, however, they made the amazing decision to release Double Black, a blend formerly relegated to duty free. We were tasked with driving consumption, and did so by releasing the Double Black Countdown. Ten days before the launch we titillated our Facebook fans and Striding Man Society members with unlockable clues leading up to it's big release, giving them the chance to hear the news a few days before the general public.
Description
It's been a VERY long time since Johnnie Walker has released a new blend for worldwide consumption. In the fall of 2011, however, they did just that.
Double Black, a blend formerly relegated to duty free, became the US's newest whisky offering. We were tasked with driving consumption, and did so by releasing the Double Black Countdown. Ten days before the launch we titillated Facebook fans and Striding Man Society members with unlockable clues leading up to the big release, giving them the chance to hear the news a few days before the general public.
Double Black, a blend formerly relegated to duty free, became the US's newest whisky offering. We were tasked with driving consumption, and did so by releasing the Double Black Countdown. Ten days before the launch we titillated Facebook fans and Striding Man Society members with unlockable clues leading up to the big release, giving them the chance to hear the news a few days before the general public.
Fields
Advertising, Design
Date
2011
Other Projects
-
Johnnie Walker Scotch Insider
The Johnnie Walker Scotch Insider gives Striding Man Society members an exclusive behind-the-scenes look at the brand—here, they could find out answers about scotch from our master of whiskey, Stephen Wilson, dive deeper into the acclaimed video spot 'The Man Who Walked Around The World', and even make a toast to their friends in our never-ending toast video. And for the first time, all of this information could be found on Facebook, making it easy to share your scores and invites new friends into the rich history of scotch.
2011
User Interface Design, Art Direction
-
Dell Blue Campaign
The Blue Campaign was created as an answer to Dell's Small & Medium Business needs. Their need to differentiate themselves in the market meant they needed a look that was ownable and aspirational, a notion that smaller business managers could relate to. The broad swaths of space juxtaposed against quiet, sturdy structures creates a sense of power, while the well-placed splash of yellow poses the omnipresent question "Where can we go from here?".
2011
Advertising, Design
-
House Party Invitation
Invitation to the first annual House Party, held by the Association of American Publishers Young to Publishing Group. This event was held during the National Book Awards, for the younger population of the publishing world (21-35). The invitation was based on the idea that "mom and dad are at the book awards, so we're throwing a House Party".
2011
Design
-
Lexsited.com
Lexsited.com is on online bookmark database. As all artists and designers know, staying relevant and appraised of the work of the industry and your peers is important. In an effort to bring this information along with me, Lexsited was born. A side-scrolling links list, it allows users to add new categories and links, and to edit content on the fly through simple keyboard commands. The end result is a rich mine of information, to be referenced and perused by all. A phase 2 launch of the site will allow the site's build to be downloaded and installed on another server, to create one's own listing.
2011
Web Design
-
Dell Youtube Intro
The Dell Business segment was looking to create a presence on Youtube, but wanted an intro that got visitors energized for the content they were about to peruse.
2011
Motion Graphics
-
Ladies Poker Night
An email stream bringing together a group of unskilled ladies to learn to play poker and drink on a weekday. Each month was designed fresh, as the location swapped from house to house.
2011
Design
-
Allegiance Trading Corporation
Allegiance Trading Corporation was looking for a way to stand out from the competition, with fresh branding and an easy-to-navigate web presence.
2011
Web Design, Branding
-
Girlscout Cookies
The Girl Scouts are an iconic group in the US, known for helping young girls grow up strong of will, character and value. It thusly seems a crime that their delicious heritage of seasonal cookies should reflect the girls of yesterday, not tomorrow.
This rebrand puts the specific scout at the forefront of their cookie selling. On the back their boxes are branded with their troop information like their leaders, members and goals; it even gives the scout the opportunity to sign their boxes. Since Girl Scouts is about strengthening young girls to help them stand tall and unique, it seems about time their most popular namesake reflected that notion. 2011 Package Design -
Johnnie Walker Holiday 2010
This award-winning campaign (ECHO Leader Campaign Award - Retail and Direct Sales, DMA International, 2010, Best Beverage Integrated Ad Campaign, Web Marketing Association, 2010 and Outstanding Website Award, Web Marketing Association, 2010) gave guys the one thing every man wants: maximum class with minimal effort. Said otherwise, we gave him the tools they need to look great during the holidays with as little effort as possible.
Spanning a plethora of channels - including mobile, social, online and in-store - the campaign showed consumers how each and every one of them could master the holiday with ease. An initial email campaign teased the tools while driving drinkers to an online destination featuring a carousel of tips on holiday gifting, hosting, toasting, and more. Users also had access to mobile and Facebook apps that let them show off their newfound knowledge in-person and online.
Watch the video to see how consumers took their steps towards becoming men of the season. 2010 Advertising, Copywriting, Branding -
Surgeon Museum Invitation
Invitation to an exhibit opening at the Royal Surgical College Museum. The exhibition draws parallels between doctors and artists, and the implications of the craft shared by them both.
2011
Design, Print Design
-
Johnnie Walker Mentor Events
Johnnie Walker hosts two sets of whisky tasting events—one in the fall, and one in the spring. The question is, how do you keep these events interesting from year to year; gaining new attendees while coaxing old friends back. The answer was to bookend each evening in such a way that the event didn't wasn't just a couple of hours one night of the year—it was an experience before you even showed up at the door.
2011
Animation, Creative Direction, Storyboarding
-
Logos
A collection of logos, spanning from 2008-2011
2011
Design
-
Facebook Applications
A collection of applications developed for use on Facebook.
2011
Web Design, User Interface Design
-
Johnnie Walker Business Card
As a take-away from the Johnnie Walker House of Walker Experience, we created a business card holder emblazoned with the iconic Striding Man. Insider was a foil stamped business card, urging them visit the fanpage on Facebook to continue their experience.
2011
Print Design
-
Posters
A collections of posters.
2011
Print Design
-
Johnnie Walker Let's Talk Scotch
Johnnie Walker created a platform called Let's Talk Scotch, where invited participants were called to say what they would want best from their favorite brand of whisky. Rather than ask questions, however, we created a series of videos. Each video highlighted a possible direction to move the RM program towards, to gauge interest.
2011
Storyboarding, Creative Direction
-
Illustration
A collection of digital illustrations.
2011
Illustration
-
Shirts
A collection of shirt designs.
2011
Textile Design, Design
-
Black Label Centennial
A century come, a century gone
A century full of Scotland's dawns
A century here, a century next
To Black Label: the prize for those who savor the best
With the year 2009 came another step for Johnnie Walker in its continued march towards excellence: the 100-year anniversary of the legendary Black Label. To announce the event (and the release of a specially-designed commemorative bottle), we created a digital campaign that gave consumers the chance to show off their wordsmithing skills—and get recognized for their creativity. A round of emails and a landing page drew up the curtain on the centennial, featuring an offer for complimentary glasses. The "Post a Toast" Facebook application encouraged Johnnie Walker Facebook fans to share their personal tributes to the big milestone.
The the toasts that fans "liked" the most automatically rose to the top. 2010 Advertising, Branding, Copywriting
