Johnnie Walker
Gold Label
Creative, Design, Digital & Technology
A whole festive season,
cast in gold.
For Johnnie Walker Gold Label Reserve's Christmas and New Year push in Taiwan — 金牌禮讚，璀璨迎新 — the brief was to make the season feel as golden as the bottle. So we did it literally: a mirrored installation of hundreds of gold bottles, a digital gift you could send to someone by name, and a personalisation service, all under one Keep Walking banner. As Associate Creative Director with Leo Burnett, I led the creative, design and digital.
Make the gold literal.
Gold is already the label's whole personality — so instead of talking about it, the campaign turned everything into it: gifting, celebration, the shimmer of a new year. The through-line was to make luxury you could stand inside and luxury you could send, both dressed in the same warm metallic light, so a passer-by on the street and a friend on their phone felt the exact same brand.
Don't describe the gold — build the room out of it.
Hundreds of bottles, one hidden picture.
The centrepiece was a mirrored black-and-gold box filled with hundreds of gold Gold Label Reserve bottles, each hung on its own thread. Scattered up close — but from exactly the right spot they snap into place, spelling "2014" and forming the Striding Man himself. An anamorphic sculpture you walked around until the brand appeared, sited as a public spectacle with Keep Walking Taiwan.
Gold you could send by name.
Online, the same warmth became a gift. On mobile and web, a golden box unwraps into a personalised greeting — a friend's name, a "Merry Xmas," the Striding Man drawn in gold particles — ready to share. Alongside it, a landing experience offered a bottle-personalisation service, turning a festive dram into something made for one person. Age-gated and responsibility-messaged throughout, as the category requires.
