The whisky that went around the world
XORDINAIRE is a whisky like no other: a unique meeting of extraordinary depth and sumptuous sweetness, made by finishing aged Johnnie Walker scotch in former French XO cognac casks. After developing the identity, name and pack, we created an experiential launch campaign designed to disrupt duty free and drive desire far beyond the bottle — set in the decadent surroundings of the fictitious Hotel XORDINAIRE.
project
JOHNNIE WALKER Blue Label Limited Edition
client
Diageo
Services
Brand Strategy
Packaging Design
Motion Design
Digital Design
3D Environment
Brand Film & Photography
Brand Activation & Experience
Digital Experience
Limited Editions
COLLABORATORS
Intertia
Sweet harmony
Our strategy centred on the story of ‘liquid liaisons’: an imagined meeting between two strangers, Scottish and French, in the luxurious lobby of a Parisian hotel. Building on the brand world we’d established, we blended digital touchpoints with rich environmental storytelling to bring the hotel to life, complete with front desk, attendant, and objets d’art.
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Experience, elevated
After checking-in, guests were invited into the elevator, where filigree gates opened to reveal an immersive floor-to-ceiling audiovisual theatre. As the elevator rose, they embarked on a journey through XORDINAIRE, with each floor revealing new dimensions of flavour. A digital experience disguised as a hotel guestbook completed the immersion, leading guests through a tasting experience and driving them to purchase.
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Growth
47.9m+
47.9 million reached,
37,000 first-class passengers engaged,
195 pieces of press
Standout
No.1
Winner of Golden Prestige Award
Fandom
195+
Featured in
Grazia,
GQ,
Conde Nast Traveller
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Immersion
at every level
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