A highly respected brand since 1820, Johnnie Walker’s goal is to maintain its existing consumer base while also attracting a younger audience.
With a multi-tiered line, Johnnie Walker strives to communicate prestige to its various demographics in different ways. Carl created these campaigns to address the individual tiers’ consumers: Red (aspiring), Blue (ascending) and Blue (arrived).
In both approaches, the ads work individually as well as part of a set. Using aspirational imagery and bold calls to action, these campaigns are designed to provide the brand with an overall caché and mystique- regardless of your entry point.
Created for Landor / Y&R
Role: Designer
