Celebrating tradition with contemporary vision.

For the Chinese New Year 2023 campaign, we partnered with Shanghai-based fashion artist Angel Chen to bring the spirit of the Year of the Rabbit to life through a limited edition series. The brief was to honour Lunar New Year traditions while modernising the brand’s cultural expression across key labels, including Blue Label, John Walker & Sons XR21, and King George V.

Leading a cross-disciplinary team, we translated Chen’s vibrant and delicate aesthetic across social and DOOH touchpoints. The result was a culturally resonant activation that elevated brand perception, connected with global audiences, and reinforced Johnnie Walker’s position at the intersection of craft, tradition, and modern expression.