Johnnie Walker Black Label brings F1 glamour to Singapore

Moët Hennessy Diageo Singapore’s Johnnie Walker Black Label has put Iris in charge of this ‘Step inside the circuit’ project. Iris won the account in July and set to create an integrated experiential and digital brand campaign for the whisky brand.

This year, F1 legend Lewis Hamilton returns as the ambassador for Johnnie Walker alongside fellow driver Jenson Button.

Launching through teaser ads online, Johnnie Walker brings “the cool of Tokyo, the glamour of Monaco and the excitement of Brazil” to viewers, according to the team at Iris. What makes it even better is that fans can simultaneously experience all these at four partner venues and other locations during one night in Singapore.

The key to the campaign is a Johnnie Walker Gold Pass. The pass will unlock experiential executions online and a chance to win the campaign grand prize. Above-the-line, digital, trade advertisements and PR promotions also support the campaign. Stay tuned to Facebook and Johnniewalker.com to ‘get on the guest list’.

Luke Nathans, managing director for experiential in APAC, said, “Johnnie Walker is a sleeping giant in the Singapore market – a brand of superb pedigree and quality that is found at the best events all around the globe. We are overjoyed that Moët Hennessy Diageo Singapore has chosen Iris to create an experiential platform for the brand and we look forward to an exciting future together.”

The 2008/ 09 campaign by Iris for Johnnie Walker features Hamilton and Mika Häkkinen in ‘Join the pact’. The focus that year was on responsible drinking, encouraging people to commit to never drink and drive through pledging online.

Credits:
Project Step Inside The Circuit
Cilent Moët Hennessy Diageo Singapore
Creative agency Iris Singapore
Creative director Tom Ormes
Art director Jimmy Lee
Copywriter Jonathan Cockett
Account servicing Hannah Dogger, Kristina Knight, Joyce Yee
Print production Orchard Presents
Photographer Tom Stoddart
Content production Knucklehead
Director Cristiana Miranda
Events Charlie Cheverton, Eam Sumati
Exposure Online, ATL, print, PR