Blue Label is the pinnacle of the Johnnie Walker portfolio, yet in many markets the fact it’s a blended whisky is seen as inferior to single malts. The brief, therefore, was to demystify the blending process and show how each bottle is the result of human craft. We needed to prove that there is sophistication in creating a blended whisky as premium as Blue Label.

As any luxury product ad should, we let the visuals do the talking. Both spots put Blue Label front and centre, and focus on differing key messages:

In the first film, ‘Liquid’ we cut from macro shots of droplets colliding, to a swirling blend of liquid - representing the craft behind how the whisky is blended.

In the second film, ‘Mirrors’ we aptly see reflections and refractions of the Johnnie Walker Blue Label bottle move across the screen.

The depth created by each pass of the product and lighting illustrates the layers of complexity carefully built within the blend.