Johnnie Walker is launching a new bottle design for its Black Label in China. At the same time it wants to start moving the brand image from a popular alcoholic drink to a cultural icon.

A lofty goal needs a lofty start. Chinese contemporary art is at a white-hot stage, so the very natural way to do this is a crossover between the bottle and art. We commissioned 12 contemporary Chinese artists to create a collection of art pieces, centered around the bottle and the “Keep Walking” spirit in the Chinese context. To promote the collection, we created a micro-site featuring the art pieces and artist interviews on the thinkings and processes behind each piece. Between March and May the actual bottles will be showcased in a travelling exhibition in 4 major Chinese cities.

The campaign just started at the time of submitting, so there are no results yet.