Cannes Lions

Half-Full Glass

CRISPIN PORTER BOGUSKY+, Sao Paulo / DIAEGO / 2019

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Case Film
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Overview

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Credits

Overview

Background

When Brazil was facing one of its toughest economic crises and the population was pessimistic, our brief was to help people believe in better days ahead. The objective was to make Johnnie Walker be seen as an optimistic brand.

Idea

We created whisky glasses that encourage people to think optimistically: handmade glasses with an elevated bottom that can only be half full. Literally.

People could buy them online.

Customers ordering Johnnie Walker at selected bars got their drinks in half-full glasses. We also sent boxes with four glasses to influencers.

Strategy

We created whisky glasses that encourage people to think optimistically: handmade glasses with an elevated bottom that can only be half full. Literally.

People could buy them online.

Customers ordering Johnnie Walker at selected bars got their drinks in half-full glasses. We also sent boxes with four glasses to influencers.

Target audience: AB, 25+

Execution

The glasses were produced on a small scale, using ancient glassblowing technique. They were sent out to bars, where customers ordering Johnnie Walker got their drinks in half-full glasses, to influencers, and sold online at br.thebar.com.

Outcome

All glasses produced sold out in one day.

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