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Case study/The Black Label: Then, Now, Always

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The Black Label: Then, Now, Always

OVERVIEW

Since 1867, Johnnie Walker Whisky has had a little extra magic to set it apart from other blended spirits. “No one really knows the secret of the house of Walker” was born.

 

APPROACH

We aimed to show the timelessness of the Johnnie Walker brand, from its humble beginnings in rural Scotland, through the roaring 20s, and into the present.  Rather than relying on numbers and sales figures, we wanted to focus on the emotional aspect of the Black Label product, which, like its recipe, hasn’t changed in over a century.

RESULTS

It’s a natural fit really: the amber color of the whisky and the glow surrounding those who drink it. We start at the early labors of Johnnie’s hands and the joy of dancing with his wife, to the whirling swing of the roaring 20s, and into modern times enjoying Black Label with friends.  Color saturation, visual style, and cinematic elements all change with time, but the magic remains constant.

Johnnie Walker Black Label: Then, Now, Always - Artex video production team in Los Angeles

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