JOHNNIE WALKER
A TASTE OF TOMORROW – A LIMITED AI-DRIVEN COLLECTOR’S EDITION WITH ANDY GELLENBERG
THE CHALLENGE
Blending heritage with hypermodernity: For the launch of a limited edition Johnnie Walker Black Label, the brand teamed up with illustrator Andy Gellenberg and the power of AI. The result: 5,000 one-of-a-kind bottles and a campaign that merges individuality, culture and cutting-edge creativity – made for the shelves of KaDeWe, Fotografiska Berlin and the collectors of tomorrow.
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How can an iconic whisky brand connect with a younger, creative audience – without losing its legacy? The task was to launch a high-end collector’s edition that’s not only visually disruptive, but also culturally relevant and technologically progressive.
THE WORK
Together with Diageo and Andy Gellenberg, we brought to life a bold new chapter for Johnnie Walker in Germany. From creative strategy to launch storytelling, we helped frame the limited edition as a symbol of modern identity and AI-driven artistry. Based on 40 Gellenberg originals, the final 5,000 bottle designs were expanded with the help of generative technology – each one a unique expression of personality. The highlight: an exclusive dinner event at Fotografiska Berlin, turning the release into a multisensory brand experience with curated cocktails, Fine Art giveaways and a who's who of the creative scene. All under the banner of Keep Walking – reimagined for a new generation.
HIGHLIGHTS :
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5,000 bottle designs
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exclusive dinner event at Fotografiska Berlin
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Fine Art giveaways
+850 Guests
427,749 Story Reachs
+90 Influencer
