Alcohol · Digital Activation
Johnnie Walker were developing a platform around the idea of ‘conversational mentorship’. This was linked to the thought that sometimes the best source of inspiration for self-improvement, comes from an encounter with someone who is more experienced. We were briefed to create a speculative, digitally-powered campaign to activate this thought of ‘inspirational conversations’.
Imagine if we could find a way to bring back some of history’s greatest artists, thinkers and explorers for a truly inspirational conversation.
Legendary Conversations was a proposed digital experiment in partnership with Diageo’s incumbent PR agency, Edelman and IBM’s artificial intelligence division. The aim was to use Watson’s incredible machine learning capabilities to study everything ever written or said by some of history’s greatest achievers. And then use this data to reconstruct a beautifully rendered chatbots that reproduced their style of speech, philosophies and personal values.
To promote conversation on social media around the project, we also proposed rewarding engagement with an opportunity to win 1 of 30 ‘Legendary Conversations’ special-edition bottles of Johnnie Walker Double Black. Each bottle would be individually designed/etched as a dedication to one of our Legends.