The Johnnie Walker Journey events are a series of on-trade celebrations designed to build strong identification with the iconic Johnnie Walker brand and deliver experiences to the Chinese consumer that are transformative, captivating, and truly progressive.
Liquid Impact brought the brand’s first kick-off party to Guangzhou with a big, bold, and progressive experience. We provided overall event management, including conceptual design, venue selection, stage production, show direction, and execution. Throughout the night, guests enjoyed performances from international and Chinese celebrities Taio Cruz, Fan Xiaoxuan, and Li Quan; a fashion show with original pieces incorporating iconic Johnnie Walker elements; and innovative canapés and cocktails with Johnnie Walker Gold Label.
Liquid Impact created a transformative and immersive experience by projecting branded videos onto the curved ceiling of the venue. The combination of ceiling projections, multimedia stages, light and VJ shows, and live feed on a central LED screen ensured our guests enjoyed a night filled with energy and excitement, with each unique element inspired by Johnnie Walker Journey.