Cannes Lions

SCOTCH

STARCOM MEDIAVEST GROUP, Toronto / JOHNNIE WALKER / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Arduous negotiations with the highly reputed magazine (award winning editorial and distribution in the Calgary Chamber of Commerce) resulted in the first ever “content” integration on the cover of a major Canadian business magazine.Using a unique over-cover, the Striding Man’s walk begins on the typical back cover ad page … then breaks into media that’s not for sale. The Striding Man’s front foot lands with purpose on the coveted front cover. It truly connects with readers by integrating with the visual of the celebrated Business Person of the Year.

Inspired by the 2006 Cannes Titanium Lion winner, we elevated the concept by creating an advertisement out of the barcode. The Striding Man breaks through the lines of the functioning barcode with our tagline, “Keep Walking”, incorporated beneath.

On the inside of the cover wrap, the Striding Man breaks through the staples that bind the magazine together.

Outcome

As part of an integrated campaign, volume of Johnnie Walker’s staple Black Label grew +19%, and super premium Blue Label exploded +258% in November vs. prior year—the month the magazine ran. During the same period, the category fell -6%, and key competitors -14%.

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