Responsible drinking with Formula 1 stars
Johnnie Walker sponsors the Vodafone Mercedes McLaren Formula 1 team. To make this sponsorship accessible to our drinkers, we created branded content, parties and promotions inspired by driver Jenson Button's affluent lifestyle.
This sponsorship was coupled with a rebooted 'Join the Pact' campaign - a commitment to never drink and drive. Our powerful Glass Car film, alongside F1 drivers Mika Häkkinen and Sergio Perez launched the campaign with a promise of one million kilometres of safe rides home from the brand.
The centerpiece of the film is a full-scale reconstruction of the 2013 McLaren MP4-28 Formula One car made from Johnnie Walker whisky tumblers. In the film the car dramatically shatters, serving as a powerful reminder of the fragility of human life.
4M+ Engagements with our branded content and digital platforms worldwide.
$1M PR value from the #imNOTdriving launch at Singapore GP
100K KM of safe rides home already provided in Asia.
£170M Viewers in 150 countries - equivalent to £41m in media value.