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“Beer can keep the week night, we want to own the weekend.”
To recreate an ideal hipster-chic weekend with JW, we had to come up with the ideal scenarios, accessories, lights, moods, and feelings. Monaco was the start, the millennial mind was the destination.
To recreate the "weekend is for whiskey" mindset I had to give birth to characters for each cast member so that he or she could represent some millennial assets.

Born between the early 1980s and the early 2000s, there are 2 billion millennials around the world making it one of the largest generations in history. In 2015, their combined spending power was worth USD2.45 trillion and is only set to grow as they enter their prime spending years, fuelling the global economy.
What do we know about them? - Millennials live for the discovery of the new.
They love to be at the forefront of trends and derive status from being able to share their discov- eries and experiences with their social networks.
What do they think/ feel about whisky & Johnnie Walker?
They’re already existing light consumers of the whisky category as part of their overall repertoire (including beer and wine).

Art Director - Ian Woddley