JOHNNIE WALKER

THE BRIEF: 

Get LGBTQIA+ people who don’t look at Johnnie Walker as a brand that represents their values, to see the brand paving a way for positive change.

THE CHALLENGE:

We knew we couldn’t authentically use Johnnie Walker as a beacon of progress, without first acknowledging the people, places and spaces they traditionally occupy.

THE SOLUTION:

The VICE Guide To Being Better

Kicking off a year long partnership with JW and VICE, we launched a tongue-in-cheek long-form video series and bespoke editorial strategy, including a dedicated editor and a standalone vertical on the global VICE masthead.

Hosted by comedian, Jenna Suffern, the content explored topics around sex, love and expression, proving the only thing we have to fear from progress is not progressing fast enough.