Partner: Johnny Walker
Campaign: Join the Pact
Launch date: 2008
Turning properties into winning brand assets
To demonstrate that Johnnie Walker Black Label is a sophisticated and stylish brand with an additional layer of depth and substance that makes it unique and aspirational and to deliver these brand values through a creative platform that leverages Johnnie Walker’s F1 sponsorship of the Team Vodafone Mercedes McLaren.
Join Johnnie Walker and Lewis Hamilton and make a pact to Never Drink and Drive.
The Responsible Drinking platform delivered the perfect balance of style and substance for the brand and was fronted by Lewis Hamilton and Mika Hakkinen.
The campaign explores the insight that men in Asia want to feel a part of a movement that stands for something real and true. The creative execution is built around the idea of physically adding your name to a ever-growing line of signatures.
The simple call to action is delivered through a fully integrated campaign, including an anchor website, ESPN TVC’s, online media, PR and advertorials, events and in-bar experiences / collateral. A prize fund to meet Hamilton in Singapore has also been secured to help incentivize sign up.