Chen Kun Keeps Walking With Johnnie Walker

Major distillers are constantly looking for new ways to cater to shifting consumer tastes whilst communicating brand heritage and fostering strong brand loyalty in a new market. The growing popularity of Whisky among China’s middle and upper-middle class means that glbal brand, Johnnie Walker has appointed one of the countries biggest and most respected actors Chen Kun as theit new brand ambassador.

 

In his first commercial for the brand, edited by Cut + Run Hong Kong's Nick Diss, Chen is featured walking across a stunning landscape as he internally questions which path he should choose. Capturing the spirit of freedom, life and choice, in this spot highlights that the power of choice lies in the hands of the consumer... but who'd chose anything other than Johnnie Walker?

 

The 2012 campaign is the most ambitious launch of its type in China and is the most significant digital social media effort in Johnnie Walkers history withinn this market. BBH Shanghai is using strong digital media elements to create a greater depth and breadth to the campaign, whilst aiming to spark a larger conversation on behalf of the brand.

 

Johnnie Tan, Executive Creative Director, BBH Shanghai said "Too much advertising in China is simply aspirational depictions of made up lives. We wanted to do something much more true to the authentic nature of the brand by reflecting upon real people and their real stories and do it in a radically different format.” 

 

View Johnnie Walker here:  
http://cutandrun.wiredrive.com/l/p/?presentation=d16457f79f01d4f3bf189eac556da515