Drinks giant Diageo has unveiled a series of airport promotions that
showcase a Johnnie Walker Blue Label short film starring Jude Law and
Giancarlo Giannini. The Gentleman’s Wager, which has over 28m views, is being shown in key
airports, including Taiwan, South Korea, Japan, Hong Kong and Singapore, until
October 2014. Travellers can also learn about Johnnie Walker Blue Label Scotch whisky
and taste the spirit.
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| Upscale: The Gentleman's Wager airport installation |
Striking branded units have been designed to reflect the
distinctive design cues of the film, including wooden panels reminiscent of the
hand-crafted boat and visuals of Jude Law looking at the ocean, with the film
itself displayed through large digital screens. At selected locations, brand ambassadors guide travellers
through a Blue Label “taste journey”.
Directed by British director Jake Scott, the short film
tells the story of a wager between two men striving for personal progress
through the quest for a rare experience. The Gentleman’s Wager sees Law in the
role of a man who, despite having it all, challenges himself to strive for
something he wants that money can’t buy.
Peter Fairbrother, global marketing director at Diageo
Global Travel and Middle East, said: “The luxurious installations and film
preview bring the brand to life and enable our luxury consumers to enter the
aspirational world of Johnnie Walker Blue Label. We are confident this stunning
retail theatre will drive excitement and increase purchases in duty-free.”
The Gentleman’s Wager film is available to view online at www.youtube.com/johnniewalker.
