Agency: Leo Burnett, Taipei, Taiwan
Art Directors:Jacky Chen, Alex Liu
Copywriter: Phoenix Tsai
Copy: “Always Progressing.”
Client: Johnnie Walker

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: There’s a lot going on in a bottle of Johnnie Walker. Johnnie Walker is a complex and intricate whiskey with a lot of flavors to experience in a single sip.
2. Affective: Viewers should feel as if they have transpired to the journey before them. With all the struggles, rewards and accomplishments along the way, the Johnnie Walker drinker is distinguished enough to deserve this drink.
3. Conative: Distinguish themselves as a Johnnie Walker drinker.

Positioning
Behind the label of Johnnie Walker is a rich heritage, a whiskey with bold and intricate flavors, and an attention to detail unsurpassed by any other whiskey distillery. To drink it is to yourself become these things. These things of sophistication, distinguishment and the sort of pride you earn through your journeys. The brand is personified in this way through narrative and detailed illustration.

Consumer Promise
Johnnie Walker whiskey is not a simple whiskey. It is for those who know they’ve earned it.

ADDITIONAL EXECUTION

Visual: Gold label unraveled. From beginning to end of the label is an illustrated scene of the Johnnie Walker character advancing through various triathlon and Olympic like athletic endeavors. 
Copy: “Celebrations are earned.”