Reaching the next generation of whisky drinkers around the world.

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.

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.

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