Johnnie Walker Mahjong Club
We helped Johnnie Walker Blue Label move from old-world to next-gen luxury.
Johnnie Walker Mahjong Club
We helped Johnnie Walker Blue Label move from old-world to next-gen luxury.
Johnnie Walker Blue Label had earned its reputation as a heritage Scotch. For Lunar New Year 2024, the brief was to earn a different one — with a younger, more culturally diverse generation of luxury drinkers.
The Johnnie Walker Mahjong Club reimagined an ancient game as an exclusive, modern experience — a Lunar New Year activation that placed Blue Label at the centre of Sydney's most culturally fluent social scene. Working with culinary icon Dan Hong and Crazy Rich Asians star Remy Hii, we created an evening where fast-paced mahjong, extraordinary food, and Johnnie Walker Blue Label came together in a way that felt both reverential and entirely fresh.
The activation generated significant media and social coverage, and — more importantly — shifted the brand's association from legacy to progression. Blue Label didn't change; the context changed. And with it, a whole new audience started to see themselves in the brand.
Old world. New energy. One activation that showed exactly how to do it.
Johnnie Walker Blue Label had earned its reputation as a heritage Scotch. For Lunar New Year 2024, the brief was to earn a different one — with a younger, more culturally diverse generation of luxury drinkers.
The Johnnie Walker Mahjong Club reimagined an ancient game as an exclusive, modern experience — a Lunar New Year activation that placed Blue Label at the centre of Sydney's most culturally fluent social scene. Working with culinary icon Dan Hong and Crazy Rich Asians star Remy Hii, we created an evening where fast-paced mahjong, extraordinary food, and Johnnie Walker Blue Label came together in a way that felt both reverential and entirely fresh.
The activation generated significant media and social coverage, and — more importantly — shifted the brand's association from legacy to progression. Blue Label didn't change; the context changed. And with it, a whole new audience started to see themselves in the brand.
Old world. New energy. One activation that showed exactly how to do it.
