The Intelligent Ecosystem
Johnnie Walker is evolving its marketing model in pursuit of a new marketing vision for the brand: to lead progressive socialising by collaborating with creators and communities to inspire and enable bold social experiences that fuel its communications and commerce. To achieve this vision, it will shift from having a fragmented network of brand assets; to a holistic ecosystem of connected brand touchpoints. The video was being shown at the global three-day Johnnie Walker marketing summit, where the senior management came together to discuss the future marketing model of Johnnie Walker. The client needed some materials to help illustrate and energise the participants during this summit. The experience hunters movie is looking for exclusive status building experiences. It had to push their boundaries to make them see things in a new light.