What is the rarest delicacy in the world? That only 0.001% have ever had the luxury of experiencing?

Fresh air.

The best brand and activation experience at the launch of the limited edition Made my city, by Johnnie Walker, was reproducing in the polluted city of Sao Paulo, Brazil, the rarest delicacy in the world, which only 0.001% of people have the privilege of trying, the fresh air.

And we activated the launch of the limited edition of Johnnie Walker recreating in polluted Sao Paulo, the same pure air from the city of Svalbard in Norway.

A study developed by Monash University in Australia, published in the March edition of The Lancet Planetary Health, shows that only 0.001% of people in the world have access to clean air to breathe. According to research, only 0.18% of the global land area and 0.001% of the world's population are exposed to safe levels of PM 2.5. São Paulo is the largest Brazilian city and one of the most polluted metropolises in the world. Air pollution in the city exceeds the parameters established by the WHO by up to 5 times. Therefore, to launch the limited edition of Johnnie Walker, made of my city, with bottles painted with paints taken from the city's pollution, we built an environment where we reproduce the air of one of the cities with the purest air on the planet, Svalbard in Norway. And we invited someone from there to share with São Paulo residents the atmosphere we all want to have one day. The objective of the campaign was to generate buzz for the launch of the limited edition Johnnie Walker Black Label Made of My City in the city of São Paulo.

Made of My City is a Johnnie Walker project that creates limited editions that propose more sustainable cities in the future. Each edition is launched at an exclusive event for influencers, press and VIPs.

To achieve this, two aspects should be addressed: exclusivity, an asset present in all communication of the brand's Black Label line. And also, sustainability, which is the purpose of the Made of My City project.

Therefore, the activation should at the same time bring something that gives guests the feeling of witnessing something unique and also inspire them to a debate between progress and the excesses present in São Paulo's culture. This reflection should also be transmitted to your followers and all fans of the brand on social media.

Made of My City is a Johnnie Walker project that creates limited editions that propose more sustainable cities in the future. Each edition is launched at an exclusive event for influencers, press and VIPs. To achieve this, two aspects should be addressed: exclusivity, an asset present in all communication of the brand's Black Label line. And also, sustainability, which is the purpose of the Made of My City project. Therefore, the activation should at the same time bring something that gives guests the feeling of witnessing something unique and also inspire them to a debate between progress and the excesses present in São Paulo's culture. This reflection should also be transmitted to your followers and all fans of the brand on social media.

For the launch of the São Paulo edition, we decided to transform this event into a warning about how rare unpolluted air has become in the world. To do this, we invited influencers to a tasting of the new edition of Johnnie Walker paired with a very rare delicacy, which only 0.001% of people on Earth have ever tasted. At the event, guests discovered what the delicacy was: pollution-free air, which today only 90,000 people across the planet have access to. To achieve this, we built a dome with a controlled atmosphere reproducing the same characteristics as Svalbard, the city with the purest air in the world. Thus, we transformed the launch into an alert that surprised guests and their social media followers.

We built a Dome for the launch of this limited edition. We prepared the rarest delicacy in the world: fresh and pure air similar to that of the city of Svalbard, in Norway. We did it with science and extreme air purification equipment. The narrative of the action took place in a cross between Johnnie Walker's social networks and that of all the influencers invited to the event. To give legitimacy to the theme and at the same time arouse their and their followers' curiosity about what the delicacy would be, the subject was launched by São Paulo chef Janaína Rueda, from the 12th best restaurant on the planet and the best cheff in the world: https://www.instagram.com/theworlds50best/?img_index=1

All of this contributed to the fact that on the day of the launch, not only them but also their followers were curious about the revelation of what the delicacy would be.

During the Teaser with influencers and chef Janaína Rueda, we reached a total of 57.3 million followers who followed the narrative on social media. During the event, there was live broadcast on Johnnie Walker networks and also publications by chef Janaína Rueda and all the guests surprised by the revelation of the delicacy. The matter reverberated among his millions of followers and also attracted the attention of the press, being reported in several media outlets. With this campaign, Johnnie Walker started a dialogue with its audience about a topic little discussed by the brand: sustainability. In addition to taking this discussion to the layer with the highest purchasing power in the country.