Johnnie Walker x Game of Thrones | Diageo

Our team was tasked with producing a dynamic launch campaign for the limited edition White Walker by Johnnie Walker, in collaboration with HBO’s Game of Thrones.

The goal was to leverage the cultural phenomenon of Game of Thrones to attract a younger, non-whisky-drinking demographic ahead of the show’s final season, while adhering to HBO’s strict IP guidelines. We embraced this challenge by crafting a visual identity that was unmistakably connected to the Game of Thrones universe, while still aligning with Johnnie Walker as a standalone product.

We delivered OOH key art, a launch spot, and a series of social cocktail videos. The campaign became the most successful collaboration in Johnnie Walker’s 200-year history, paving the way for our team to return and launch the second Game of Thrones collaboration—A Song of Fire and Ice bottle duo.