Men would rather stick bamboo shoots under their nails while starring in a remake of The Sisterhood of the Traveling Pants than express themselves. Especially to other men. That provided the insight behind the Johnnie Walker “Say it without saying it” campaign. In a series of films, men gift bottles of Johnnie Walker, which expresses for them everything they can’t bring themselves to say.
Online, The Gift Translator did the talking; placed on holiday gift guides the rich media banner gave instant feedback on gift recommendations. The interpretations were a dynamic and entertaining way to remind guys that every gift — not just Johnnie Walker — actually makes a statement.
* Communication Arts Interactive Annual 18 * Gold Effie * Gold IAB MIXX Award * Webby finalist
For those with deeper pockets, there's always Johnnie Walker Blue.