JOHNNIE WALKER BOLD STEPS CAMPAIGN – THE NEW BLACK

Does ‘The New Black’ only represent a sudden craze? ‘The New Black’ from Johnnie Walker Black Label emphasises an enduring trend beyond momentary renown – symbolising the embrace of personal beliefs and being true to oneself.

Conceptualised from the ‘Black’ in Johnnie Walker Black Label, Johnnie Walker identifies 4 charismatic leads to reveal a new Johnnie Walker Black Label “THE NEW BLACK” video series – JACE, local popular singer; Cheuk Laam, skateboarder; Jaime Cheung, local individual singer and Matt Force, local rapper, inspired by each of their unwavering determination to build their own paths, we seek to create a unique trend that not only captures the story behind Black Label but a co-creation with our new leads.

From this moment on, let Johnnie Walker Black Label lead the way and witness the unique NEW BLACK together.

Johnnie Walker Black Label “THE NEW BLACK” video series are now available on Johnnie Walker Hong Kong & Macau social media channels.

Johnnie Walker Instagram
Johnnie Walker Facebook
Johnnie Walker YouTube

JACE local popular singer with long hair is wearing a colorful headscarf, posing confidently. Next to her, a vibrant orange cocktail topped with foam is displayed, with a Johnnie Walker bottle nearby. Text reads: MY UNIVERSE IS THE NEW BLACK.

JACE, local popular singer - MY UNIVERSE IS THE NEW BLACK

Cheuk Laam, skateboarder in a hoodie poses beside a Johnnie Walker ad featuring a cocktail named Rolling Walker garnished with an orange peel. Caption reads, My Next Flip is the New Black. A bottle of Johnnie Walker Black Label is shown.

Cheuk Laam, skateboarder – MY NEXT FLIP IS THE NEW BLACK

The image is a split advertisement. The left side shows a smiling Jaime Cheung with REAL ME text overlay. The right side features a drink and a bottle of Johnnie Walker Black Label, with Morning Walker text on a yellow background.

Jaime Cheung, local individual singer – REAL ME IS THE NEW BLACK

Matt Force, local rapper in a black jacket poses on the left with text MY BEAT IS THE NEW BLACK. On the right is an amber cocktail with frothy top labelled DARKNESS WALKER, set against a yellow background with a bottle of Johnnie Walker Black Label.

Matt Force, local rapper - MY BEAT IS THE NEW BLACK

Apart from the video series, Johnnie Walker has collaborated with local bars, The Pearl and Library Restaurant and Bar, to create four new "THE NEW BLACK" cocktails which are inspired by the unique flavour of Johnnie Walker Black Label & the concept of the campaign. Starting from the late of November, customers who order two cocktails from "THE NEW BLACK" series at The Pearl and Library will get a free mystery Johnnie Walker cocktail. Allowing customers to experience a combination of classic and innovative flavors and embrace the unique attitude of the new generation.

The Pearl
4/F, 20-22, Granville Rd, Tsim Sha Tsui, Kowloon, HK

Library Restaurant and Bar
3/F, Manson House, 74-78 Nathan Rd, Tsim Sha Tsui