Collaborating with culinary icon Dan Hong and Crazy Rich Asians star Remy Hii, we invited Sydneysiders to play fast-paced mahjong, indulge in bespoke dishes, and sip Johnnie Walker Blue Label cocktails. Exceptionally well received, the campaign generated 63.3m in reach across 81 media placements, with a 4.3% engagement rate average across content.
October 6, 2025
Johnnie Walker Mahjong Club
To shift Johnnie Walker Blue Label from a heritage whiskey to a symbol of progressive luxury, we launched the Johnnie Walker Mahjong Club for Lunar New Year 2024—reimagining the ancient game as an exclusive, modern experience.
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