Johnnie Walker Mahjong Club
2.2% brand impact uplift. The most talked-about activation of Lunar New Year.
Johnnie Walker Mahjong Club
2.2% brand impact uplift. The most talked-about activation of Lunar New Year.
Johnnie Walker Blue Label had earned its reputation as a heritage Scotch. For Lunar New Year 2024, we made it feel like the future, not the past.
Created The Mahjong Club: A ticketed penthouse experience that felt nothing like a whiskey activation with Dan Hong and Remy Hii. 2.2% uplift in brand impact. The most talked-about brand activation of the Lunar New Year period. Repositioned Blue Label from boardroom gift to cultural currency for a new generation.
Johnnie Walker Blue Label had earned its reputation as a heritage Scotch. For Lunar New Year 2024, we made it feel like the future, not the past.
Created The Mahjong Club: A ticketed penthouse experience that felt nothing like a whiskey activation with Dan Hong and Remy Hii. 2.2% uplift in brand impact. The most talked-about brand activation of the Lunar New Year period. Repositioned Blue Label from boardroom gift to cultural currency for a new generation.
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