PROJECT INSPIRATION

TitlePROJECT INSPIRATION
BrandJOHNNIE WALKER
Product / ServiceBLACK LABEL
CategoryA02. Fast Moving Consumer Goods
EntrantOGILVY SHANGHAI, CHINA
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising/Web Design Agency:OGILVY SHANGHAI, CHINA

Credits

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

Brief Explanation

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.