Diageo

Calvin Burrel - Director, Consumer Planning
Dan Kleinman - Director, Mktg., Johnnie Walker
Adam Rosen - Brand Director, Scotch Whisky Portfolio
Ryan Hunter - Brand Manager, Johnnie Walker

BBH New York *Lead Agency

Samantha Cescau - Strategy Director
Shane Chastang - Acct. Director
Abbe Hale - Business Director
Jon Pearce - Executive Creative Director
Nicolas Piris - Strategy Director
Zach Hilder - Assoc. Creative Director

Carat *Lead Agency

Wunderman

The Holiday season is the most competitive sales period for the spirits industry. Everyone blazes their promotional guns, many targeting gifting-averse men. These men gift almost exclusively to people that are important to them - bosses, brothers, and father-in-laws. But, they dont really show emotions with their gifts. In fact, they are emotionally constipated. With this insight, we developed a campaign that allowed men to express themselves by gifting Johnnie Walker. The campaign was an outstanding success, not only for achieving record sales, but also for facilitating some emotional progress.