What makes a truly culturally enduring partnership? Our Global Client Partner, Kelly Maguire, looks at a recent Johnnie Walker collaboration that we’ve been incredibly proud to play a part in bringing to life…
I’ve worked on many brand partnerships across the years – some good, some a little more questionable. But every now and then, you strike gold. A true partnership – balanced, authentic and a story that, almost, tells itself.
That’s exactly what Johnnie Walker Vault x Olivier Rousteing has been.
Two artists at the top of their game, both fully ‘in’ on the project. A marketing plan that pushed the brand beyond its comfort zone – challenging every partner to step up. And a product that has redefined what luxury Scotch whisky can be; moving beyond just age and scarcity to something far more interesting (well, to me at least!)
Don’t get me wrong – I appreciate a rare, aged whisky for what it is and you wouldn’t find me turning down a decades’ old dram – but this is something different altogether.
In fashion terminology (a fitting analogy) this is a Master Blender as Creative Director – delving deep into the Maison’s archive to discover pieces which speak to them, and their muse. Then, using the most skilled human touch, reinventing these treasures for this particular moment in time and the story they want to tell. It’s heritage Scotch, but with a beating heart.
Like Jonathan Anderson’s take on Dior’s ‘new look’, or Olivier’s own reinvention of the codes of Balmain, this project embodies what I believe modern luxury should stand for – Style With Substance.
Each detail, from Olivier’s stunning work on the decanter and flask, to how the products show up in luxury hotels, retailers and in content, feels elevated and fresh. But crucially, the collaboration still heroes the core product, Scotch whisky, and the undeniable craft within both art forms of couture and blending.
It also speaks perfectly to Johnnie Walker’s timeless philosophy of Keep Walking, by championing progress in Scotch whisky making, bottle design and creative collaboration. A golden thread that we at Smarts call Cultural Endurance.
The success of this campaign is down to Dr Emma Walker’s talent and integrity, Olivier Rousteing’s passion and artistry; and a brave team who’ve blended whisky heritage with modern luxury expertise to change the game.
I’m proud that Smarts has been part of that team, bringing together our luxury and spirits experience to lead on global positioning and comms, and to support on talent management.
Because if this partnership proves anything, it’s that when authenticity leads, creativity follows.