The Ask:

Use half of the entire Johnnie Walker 2016 advertising budget on a single campaign idea.

Johnnie Walker for the Arts

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Why Johnnie Walker for the Arts?

● Federal funding for the arts is around $250 million a year, while federal funding for science is around $5 billion

● Studies show schools participating in the arts have made huge strides in closing the gap between high and low-income students’ academic achievement

● New brain research shows that not only do art classes improve skills in math and reading, but also improve social development, personality adjustment, and self-worth

Target Persona

Johnnie Walker + Americans For The Arts

“Cause marketing partnerships give us a chance to pursue deep collaborations with organizations that share a common belief in the power of the arts to connect people, build thriving communities, and transform lives.”

-Americans For the Arts

Case Study

Bottle Redesign Competition

Case Study

Call To Action

Consumer Call to Action

Getting the Word Out

The Reveal

Johnnie Walker for the ArtsBottle Reveal Gala

Event

Auction

At the Counter

Bottle Breakdown 25%of all sales

Budget

Bottle Redesign Production Costs 50%

Promotion 10%

Event 30%

Agency Fee 10%

Timeline

November 26th 2016Big Reveal Event

July 2016Competition

Commencement

October 2016Competition

Close

November 2016Top 10 Finalists

Reveal & Invitations

Summary

JOHNNIE WALKER FOR THE ARTS

● Johnnie Walker + Americans for the Arts○ Partnership between these two creative & forward-thinking organizations to bring back the art programs

in schools all over the country/world.

● The Bottle + The Arts○ Bottle designed by the top creative minds

● Promotion○ One main event at the MoMA in NYC. ○ Social Media ○ Earned Media○ Magazine Advertising + In-store

Thank You

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Brianna Crane | Lindsay Hanson | Daniel Lawrence