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March 2008 - Strategy Magazine
Media

Media Deconstructed
Over the top: Johnnie Walker

Starcom's Toronto office created an initiative around CalgaryInc's Business Person of the Year issue for Etobicoke, Ont.-based Diageo, the makers of Johnnie Walker Scotch whiskey, including a Mentorship Scotch tasting event honoring the winner, telecom magnate Jim Shaw.

The domination of the November 2007 issue broke the medium's traditional boundaries to manifest Johnnie Walker's pioneering spirit. The publishers of CalgaryInc incorporated the Johnnie Walker logo into the front cover visuals. A giant image of the iconic Striding Man walks from the outside back cover onto the front cover, his boot grazing Shaw's hand. In what's believed to be a first in Canada, the magazine's barcode was customized for the brand, depicting the Striding Man breaking through the lines of the barcode. On the inside, he breaks through the staples that bind the magazine together. And within the Business Person of the Year cover story, a customized full-page ad was created to congratulate the winner.

Credits

Starcom Toronto: Brian Chan, strategy supervisor; Jane Healy, strategy assistant

CalgaryInc: Vivienne Feick, publisher

Diageo Canada: Michele D'Angelo, category/brand director; Michael Spencer, brand manager

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