Despite being one of the world’s most recognised blended whiskies, in emerging markets, blended whisky is seen as inferior to single malt whisky. Johnnie Walker needed to reinforce its quality and taste credentials by showing how the whisky blending process creates its iconic bold taste.

The aim of the work was to drive further meaning into Johnnie Walker and ultimately deliver both blending and aging as product messages. Focusing on the quality, excellence and big taste that make up the iconic Black Label.

Johnnie Walker wanted to take a step forward and leave old-school whisky category traditions behind. As a brand known for its forward-thinking ethos, we wanted to buck stereotypes with our film and show the world that women enjoy whisky, too. Our casting brief was to look for a woman with presence and personality. An iconic cultural talent with as much depth and smoothness as Johnnie Walker Black Label. Enter Jodie Turner-Smith.