Jane Walker

Spirits marketing has not historically been a category associated with progressive causes or a focus on gender equality and parity and yet, 1 in 3 whisky drinkers are women. As in so many other ways, women were a vital yet unrecognized constituency.

Johnnie Walker sought out to create a campaign that would not only address this key strategic goal – but tap into a cultural moment for women unlike any in history. In that regard the objective was simple – align commerce with progress to be a small part of moving a critical discussion forward.