Johnnie Walker tasked us with creating a suite of gifting imagery to work across digital and social during the festive season. Working closely with Johnnie Walker’s new digital agency, R/GA, the challenge was to integrate Christmas, New Year and Chinese New Year imagery in a single shoot, maximising outputs and cost-effectiveness.
Together with R/GA, we identified a location that would allow us to run two consecutive crews, reducing shoot time to a single week and saving considerable costs. Shooting once, we delivered imagery that worked across multiple crops and formats, meaning one image could be used for social, digital, banners and even POS where needed. We shot the entire range of Johnnie Walker products, often swapping variants in and out of a set-up to further save time and costs.
The final work offered the client a suite of dynamic imagery, both product and lifestyle (including hand models). These beautiful shots welcomed visitors to the Johnnie Walker gifting website and were used throughout the festive season as organic and paid posts – driving increased sales across the busiest time of year for the brand. Social media users were clearly drawn to the shots, with posts outperforming benchmarks on Instagram by 35% and Facebook by 43%. Like.