Oct 5, 2009

Johnnie Walker | Join the Pact | Singapore

Having previously urged people to drink rather than drive, Johnnie Walker is now taking the issue more seriously. 'Never drink and drive' is the tagline of the brand's latest worldwide campaign entitled 'Join the Pact'.

The campaign has an online focus and features legendary F1 champions Mika Häkkinen and Lewis Hamilton. Along with light-hearted 'behind-the-scenes' videos to drive the message on the Joint the Pact website itself, the initiative asks viewers to sign on the site and “swear” to never drink and drive again.

Häkkinen and Hamilton see the pact as a race to accumulate the most signatures. Fans can choose between whose book they would like to sign in on the website. Visitors to the site can also win prizes throughout the campaign period.

Johnnie Walker is also partnering with Vodafone McLaren Mercedes in this campaign.

The project was developed by iris Worldwide and public relations agency is Grayling Singapore. “We want people to celebrate and enjoy themselves, as long as they get home safely,” said a spokesperson from Grayling. “We know we’ll lose our audience if we start lecturing them but with Mika and Lewis we can capture attention and inspire.”

Project Join the Pact
Client Diageo Asia Pacific
Creative agency iris Singapore
Creative director Kelly Finnegan
Art director Jimmy Lee
Copywriter Jonathon Cockett
Media agency Starcom
Production companies iris Digital, Knucklehead London
Exposure Television, print, online 

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