Due to the high clutter in magazines, the activity needed to be stunning and relevant, so the decision was to use the cover as a connection between the brand image and the cover model, using a lenticular material that made it possible to visualize up to three different images depending on the angle it was being watched. Additional to this, the story of Johnnie Walker was included as an article in the interior pages.

The importance given to the brand activity went beyond a simple ad. This was proved by the high buzz of free press generated; on the matter, the newspaper El Tiempo, published the September 21st stated: “… The first weekend of the anniversary edition of Don Juan, with Isabel Cristina Estrada on a dancing pole, broke all the sales record. At the magazine they’re concerned, because the lenticular cover was printed in Argentina, so if it sells out, it is possible that the market will run out of issues”.

Brand commitment grew from 11,5% to 15,1% according to Millward Brown BTS.