To celebrate its 200 years of history, Johnnie Walker Scotch whiskey launches with Cities of the Future, a Blue Label collection in partnership with digital artist Luke Halls. It illustrates what some of the world’s most symbolic cities will look like in two centuries. Arriving in Brazil, the series brings the limited edition Mars, a special bottle that demonstrates what the experience of inhabiting Mars in 2220 could be like.
The complete collection has 10 labels, and in addition to the stylized clothing, it brings an additional initiative focused on providing experiences and interactivity: NFC (Near Field Communication) technology. Incorporated into the bottle itself, Mars allows consumers to experience futuristic views in a special and unusual way – and this becomes possible through access to an animation capable of portraying the printed illustration.
With this initiative, Johnnie Walker not only reflects on building the future in the present, but also reaffirms its commitment to another 200 years of history. Mars integrates with the brand’s current concept in the country, aligning itself with the new Merece Um Blue campaign, starring Seu Jorge in August this year, which invites people to celebrate their lifelong achievements.
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