Johnnie Walker Design & Branding DRINKABLE ART by Ogilvy & Mather Shanghai


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Industry Whiskey
Media Design & Branding
Market China
Agency Ogilvy & Mather Shanghai
Executive Creative Director Natalie Lam Razorfish
Art Director Yeesin Heng
Released March 2011

Credits & Description

Category: 3D Structural Design
Product/Service: ALCOHOLIC DRINK
Date of First Appearance: Mar 24 2011
Entry URL:
Executive Creative Director: Natalie Lam (Ogilvy One Shanghai)
Senior Art Director: Lin Ma (Ogilvy One Shanghai)
Art Director: Yeesin Heng (Ogilvy One Shanghai)
Senior Copywriter: Lala Wang (Ogilvy One Shanghai)
Account Manager: Carrie Huang (Ogilvy One Shanghai)
Associate Director: Vivian Tu (Ogilvy PR Shanghai)
Senior Associate: Ryan Ye (Ogilvy PR Shanghai)
Media placement: Temporary Exhibition - Website - 24 March 2011

Describe the brief from the client
Johnnie Walker is launching a new bottle design for its Black Label in China. At the same time it wants to start moving the brand image from a popular alcoholic drink to a cultural icon.

Describe the challenges and key objectives
The key objective is to let the public admire the beauty of the iconic Johnnie Walker Black Label’s distinctive square bottle form, together with its overall brand spirit of “Keep Walking.”

Describe how you arrived at the final design
A lofty goal needs a lofty start. Chinese contemporary art is at a white-hot stage, so the very natural way to do this is a crossover between the bottle and art. We commissioned 12 contemporary Chinese artists to create a collection of art pieces, centered around the bottle and the “Keep Walking” spirit in the Chinese context. To promote the collection, we created a micro-site featuring the art pieces and artist interviews on the thinkings and processes behind each piece. Between March and May the actual bottles will be showcased in a travelling exhibition in 4 major Chinese cities.

Give some indication of how successful the outcome was in the market
The campaign just started at the time of submitting, so there are no results yet.