Marking the beginning of a year-long partnership celebrating progress, craftsmanship and the moments that matter, the collaboration will help attract new audiences for the whisky, while cementing it in global pop culture.
Recognised for his quietly magnetic screen presence and effortless style, the Johnnie Walker Blue Label partnership shows Callum taking fans into the celebrations, rituals and reflections that mark the moments that matter – echoing the rarity and refinement that characterise Johnnie Walker Blue Label itself.
The collaboration celebrates Callum as a leading man in a series of unguarded videos and intimate portraits as he raises a glass, putting Johnnie Walker Blue Label at the heart of every celebration, big or small.
Our job was to build intrigue ahead of the reveal through organic social, then announce Callum through media outreach and paid partnerships. Further social and online video content amplified and extended the story, with culturally-relevant partnerships and coverage with titles such as Hypebeast and Sunday Scaries.
The announcement truly caught the attention such a partnership deserves. Trade titles such as The Spirits Business and The Whisky Wire covered the breaking news, whilst cultural-first titles like Maxim and Verge also showcased the partnership. The social content, such as Callum talking over a glass of Blue Manhattan about what success means to him, received thousands of likes and impressions.
