Title | PROJECT INSPIRATION |
Brand | JOHNNIE WALKER |
Product / Service | BLACK LABEL |
Category | A02. Fast Moving Consumer Goods |
Entrant | OGILVY SHANGHAI, CHINA |
Entrant Company: | OGILVY SHANGHAI, CHINA |
Advertising/Web Design Agency: | OGILVY SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Keen Yim | Ogilvy One Shanghai | Engagement Planning |
Vivian Tu | Ogilvy PR | Associate Director |
Maggie Luo | Ogilvy One Shanghai | Account Director |
Ella Chan | Ogilvy PR | SVP |
Lance Wang | Ogilvy PR | Consultant |
Carrie Zhou | Ogilvy PR | Associate |
Juliette Hu | Ogilvy PR | Senior Associate |
Hao Zhu | Ogilvy PR | SVP, Creative |
Natalie Lam | Ogilvy One Shanghai | Executive Creative Director |
Michael Chu | Ogilvy One Shanghai | Creative Director |
Kurt Deng | Ogilvy PR | Associate Creative Director |
Kama Zhang | Ogilvy One Shanghai | Associate Creative Director |
Lala Wang | Ogilvy One Shanghai | Senior Copywriter |
Monkey He | Ogilvy One Shanghai | Senior Designer |
Charmaine Lau | NEO Shanghai | Media Planning&Search Marketing |
Jezzebel GU | NEO Shanghai | Media Planning&Search Marketing |
Francis Goh | NEO Shanghai | Media Planning&Search Marketing |
Johnnie Walker is a well-known brand in China, but to take it to the next level we need to do more than just another campaign. We need to turn the brand’s Keep Walking promise into an inspiring journey that is culturally relevant and authentic to the Chinese audience. Instead of telling consumers the meaning of Keep Walking, we created Project Inspiration - a blog, video and user participation platform that investigates what progress really means to the current generation of Chinese consumers. We fueled the platform with original and authentic content designed to spark a nationwide cultural debate that instantly spread like wildfire.