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.
To shift Johnnie Walker Blue Label from a heritage whiskey to a symbol of progressive luxury, we launched the Johnnie Walker Mahjong Club for Lunar New Year 2024—reimagining the ancient game as an exclusive, modern experience.
Collaborating with culinary icon Dan Hong and Crazy Rich Asians star Remy Hii, we invited Sydneysiders to play fast-paced mahjong, indulge in bespoke dishes, and sip Johnnie Walker Blue Label cocktails. Exceptionally well received, the campaign generated 63.3m in reach across 81 media placements, with a 4.3% engagement rate average across content.
To shift Johnnie Walker Blue Label from a heritage whiskey to a symbol of progressive luxury, we launched the Johnnie Walker Mahjong Club for Lunar New Year 2024—reimagining the ancient game as an exclusive, modern experience.
Collaborating with culinary icon Dan Hong and Crazy Rich Asians star Remy Hii, we invited Sydneysiders to play fast-paced mahjong, indulge in bespoke dishes, and sip Johnnie Walker Blue Label cocktails. Exceptionally well received, the campaign generated 63.3m in reach across 81 media placements, with a 4.3% engagement rate average across content.
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