Concept, strategy and branding for the campaign “My Label is Black.” We developed a large-scale advertising campaign featuring celebrity influencers and events, social strategy and content, and partnerships with charitable organizations in key cities. A nationwide CSR program, it celebrated Latinx community and inspired men, specifically, to journey toward their true potential. 

INDUSTRY: Consumer | Beverage | Spirits 

ENGAGEMENT TOUCHPOINTS: OOH | Print | Digital | Promotion | Experiential | Social | Collateral

RESULTS: Through widespread advertising and engagement touchpoints, the My Label is Black campaign honored the Johnnie Walker’s image while drawing positive media attention and fulfilling client desire to give back to a loyal customer segment. The inclusion of popular Latino entertainment icons resulted in 180+ million media impressions from the launch event, alone.