The agency created the concept “Johnnie Walker Rare Library”. Each bottle of whisky was placed in an exclusive limited package in the shape of a coffee table book. The content of the books were directly related to the beverage's positioning. De Luxe for JW Gold, The Adventure Atlas for JW Green and The Odyssey for JW Blue. The idea was to add yet more value to these super premium beverages, presenting them to consumers as a refined drink option. Dark wood displays in the shape of a traditional library exposed the product in stores and refined malls.

The success of this project can be measured by the spontaneous media generated by the Rare Library project. The “Books” were suggested by many magazines as an exclusive gift option and the limited edition was completely sold out within 20 days. Other clear signs of this strategy's success was the partnership with solid brands like Audi and Shopping Iguatemi (the most sophisticated shopping mall in Brazil) and the books specially developed for them.