Johnnie Walker – Long Summer Serve

Picture yourself in the park, soaking up the sun with friends and sipping an ice-cold Johnnie & Ginger. Sounds good, right?

In the summer of 2017, Johnnie Walker set out to own the weekend get-together by positioning Johnnie & Ginger as the go-to drink for spontaneous summer moments with friends. The question was: how could we bring these “Whisky Weekends” to life?

We developed a social-first approach designed to inspire audiences while they were making last-minute plans – from Friday evening through Sunday. The campaign connected with them across influencer and peer content, Johnnie Walker’s owned channels, tactical paid media and live events.

Influencers played a central role in making Whisky Weekends feel authentic. They led by example, sharing their own Johnnie & Ginger moments across Instagram, Facebook and Snapchat at events and activations—including the Formula 1 Grand Prix in Monaco.

As Editorial Specialist, I:

• Co-created the digital and influencer strategy
• Co-developed the campaign content calendar
• Created the influencer brief for adaptation by local markets

Client: Diageo