How do we get more attention for Johnnie Walker in a magazine dedicated to the business man of the year, in a way that stays true to the brand? Break tradition: instead of just creating a congratulatory Johnnie Walker ad on page 24, let's get on the cover where most of the attention is focused. Let’s prove just how progressive the brand is by placing the Johnnie Walker striding man ‘breaking through’ the actual bar code. Communicating the idea that Johnnie Walker, like the person who has been named Business Man of the Year, is successful because he has overcome the obstacles he has encountered.
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