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Reaching the next generation of whisky drinkers around the world.

Client: Johnnie WalkerCreators: Lead: SHERPA Projects, Thailand: Bright House, Brazil: Carla Dauden

The brief

Growth in the whisky category is under threat from an ageing demographic. Younger drinkers aren’t as engaged and their perception is often that it’s a challenging drink for the older connoisseur. Johnnie Walker wanted to break through to a new generation of whisky fans and position Johnnie Walker Red Label as the perfect mix for any social occasion.

They needed to create a suite of original ‘occasion based’ vignettes for social media, to use across multiple markets. Johnnie Walker came to Genero to develop bespoke creative which would be locally relevant in the US, Europe, South Africa, Thailand and Brazil as well as highly restricted dark markets.

The approach

With the need for this content to resonate across such a diverse group of markets, we first appointed an Executive Director who would define the overall look and feel of the campaign and manage the full production.

Australian Production Company SHERPA Projects took on this role. After defining the look and feel, they shot the US, European and South African footage from one location in Australia and simultaneously co-ordinated additional shoots with Genero creators in Thailand and Brazil to provide authentic content for local edits.

SHERPA then edited the content from each shoot together to produce the full suite of assets.

Johnnie Walker SHERPA Projects creative assets BTS
Johnnie Walker SHERPA Projects creative assets BTS

The work

100+ assets were created, showing Johnnie Walker Red Label being enjoyed in a variety of fun, social scenarios. The campaign works to position Johnnie Walker as a drink that brings more to times of connection with friends. The suite of assets included:

  • 15 second vertical and 4:5 videos
  • 6 second vertical and 4:5 videos
  • Cinemagraphs
  • GIFs
  • Stills

Instagram Story





Lead: SHERPA Projects's avatar

Lead: SHERPA Projects

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Sherpa Projects is a digital media studio that specialises in live action and animation production for the online space. They work with brands to develop strategies which reflect their unique story, and transform them into bold, cinematic content that stands out, entertains and inspires.

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Thailand: Bright House's avatar

Thailand: Bright House

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Created from the collaboration of 3 dynamic European creatives living in Bangkok & Paris, with extensive experience in advertising, graphic design, brand building, photography & corporate videos. Bright House Media have a combined work experience of over 30 years & have worked with some of the world’s leading brands.

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Brazil: Carla Dauden 's avatar

Brazil: Carla Dauden

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Carla Dauden is a Brazilian director based in LA. She has directed commercials, music videos, short films, and documentaries, having screened her work at major festivals around the world including the Santa Barbara International Film Festival, Short Shorts Film Festival, Raindance Film Festival, Newport Beach Film Festival, Los Angeles Music Video Festival and others.

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