The Uncomfortable Unboxing
Creative idea
With 59,2% of Johnnie Walker drinkers in Hungary being women, whisky being a man only drink is already in the past. But with wage gap, underrepresentation, disrespect, gender inequality is very much present. Johnnie Walker decided to unpack this divisive issue and turn the problems into a statement. A fashion statement with the first-ever sneaker for women, designed to unbox the uncomfortable truth women face. Dropping the sneaker, Johnnie Walker leveraged the exposure of top influencers and the popularity of their content and turned unboxing videos into a platform of protest and the sneaker the symbol of gender equality.
Brand name: Johnnie Walker
Advertiser / client: Diageo
Product / service: Alcoholic Beverage/Spirits
Campaign name: The Uncomfortable Unboxing
Agency network: PUBLICIS
Agency: Publicis Groupe Hungary - Budapest
Media agency: PHD
Additional company: Dept
Production company: Publicis Groupe Hungary
Web address: https://thebar-stg.diageoplatform.com/hu-hu/keep-walking-new
Agency chief executive officer: Vladimir Tkachev
Chief creative officer: Andrey Tyukavkin
Executive creative director: Márton Jedlicska
Creative director: Ádám Nagy
Art director: Bence Csabai
Copywriter: Tamás Veres
Account director (agency): Christiane Boehm
Media director: Zsuzsanna Ócsai
Strategic planner / strategist: Eszter Domonkos
Pr director: Márton Pribék, Márton Beck
Photographer: István Lábady
Director: Krisz Jankai
Director of photography: Milán Bernáth 'Cosmic Bunuel'
Agency producer: Dóri Rideg
Post production producer: Bendegúz Szűts
Additional company: Chief Business Director: Gábor Varga
Editor: Dávid Knapp
VFX Specialist: Bálint Kovács
3D Artist: Tamás Földes
Head of DTP: Gábor Kiss
DTP Operator: Ferenc Szalai
Account Supervisor: Laura Götz
Seniro Account Managers: Boglárka Boronkai, Ida Reich
Community Manager: Ferenc Hyross
Executive Marketing Director EE: Julianna Ballarin
Head of Marketing, EE: Yulia Tyan
Senior Brand Manager: Dóra Fejes
Brand Manager: Fanni Kocsonya
Senior C&E Manager EE: Bence Kantár
