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From looking back at a 200-year-old history to stepping forward 200 years into the future, with a visionary, luxury release of 10 unique designs…

Johnnie Walker Blue Label is one of the Scotch Whisky maker’s most luxurious and famous blends and its 2020 “Cities” release, one of their most popular and successful offerings, achieving 100% growth. How do you improve on such success? By looking ahead to the next 200 years to recruit the next generation of luxury consumers.

We selected and commissioned renowned digital artist Luke Halls as our creative partner. His immersive, pioneering designs for theatre & opera and belief in the idea of global collective progress were a perfect fit for Johnnie Walker’s ‘Keep Walking’ spirit.

Our co-created bottle designs and campaign comms for “Cities of the Future 2220” wrap the iconic Blue Label bottle in hyper-real, digital illustrations that deliver a positive, wildly imaginative vision of the future 200 years from now – check out the videos in the entry to look for beloved landmarks from your own city standing among futuristic skyscapes that explore themes of geoengineering, AI empowerment and physics-defying technologies.

To ensure the entire bottle felt like it had arrived from the visionary world it portrayed, we updated Blue Label's iconic 24-degree angle label with pared-back graphics to give greater emphasis to the Blue Label wordmark, picked out in silver foil (a first for Johnnie Walker) against a cool, future-facing shade of blue. This colour scheme was carried through to the monolithic, monochromatic outer.

With the lines between physical and digital already blurring, our footer label design, with a bespoke, hyper-modern typeface, incorporates an NFC (near-field communication) tag, that when scanned with a smartphone, transports consumers to an interactive experience of the world of 2220.

10 key markets picked up Cities of the Future 2220 with limited releases and campaign assets created for the cities of London, Hainan, Taipei, Mexico City, Seoul, Sydney, Bangkok, Berlin, Singapore and the first-ever city on Mars(!)

“The idea of continued collective progress in the world really fires my imagination. That’s why thinking about how these cities might look in the future is so interesting to me. Collaborating with Butterfly Cannon to bring this glimpse of the future to life, with the same dedication to craft that the team bring to Johnnie Walker Blue Label, was tremendously exciting.”
Luke Halls