Enter the dragon: Johnnie Walker has taken over the double-height media wall at Incheon International Airport, bringing James Jean’s Wood Dragon to life
Diageo-owned Scotch whisky brand Johnnie Walker has partnered with renowned Taipei-born, New Jersey-raised visual artist James Jean to create a limited-edition Johnnie Walker Blue Label expression in celebration of the Year of the Dragon. It is now available in global travel retail.
Diageo Global Travel is celebrating the collaboration with a series of spectacular digital activations in key airports around the world ahead of Lunar New Year on 10 February.
The brand is running a high-profile digital campaign across key travel retail locations including Dubai, Seoul, Jeju, Singapore, Hainan, Shanghai, Hong Kong, Macau, Taiwan, Bangkok, Tokyo, Sydney, Melbourne and New York.
The digital media placements are positioned in the check-in and departure lounges of participating airports. The campaign celebrates the spirit of the Lunar New Year holiday through immersive digital experiences and vivid advertising.
The Johnnie Walker Blue Label x James Jean Lunar New Year edition was inspired by the rich flavours infused in the whisky.
Blue Label is made with rare whiskies from the Johnnie Walker reserves, with some casks coming from long-closed distilleries. It offers oak, dried fruits and pastry notes on the nose, toffee, smoke and chocolate flavours on the palate with a long floral and oaky finish.
The vivid packaging features a blue dragon decorated with floral and natural motifs. The Wood Dragon wraps around the striking blue bottle, which is decorated with a braided tassel and golden bottle cap. Jean’s signature can be seen on the bottle.
Johnnie Walker Global Marketing and Innovation Director Joao Matos commented: “James Jean’s remarkable interpretation of the Wood Dragon [wood is the Chinese Zodiac element for 2024 –Ed] for Johnnie Walker Blue Label Lunar New Year captures the essence of tradition and innovation. Just as Johnnie Walker embodies progress with our ‘Keep Walking’ spirit, James has beautifully blended respect for the past with an optimistic look towards the future.
“His dragon, crafted from flowers and organic elements, is a symbol of the power of creativity and connection. We are thrilled to celebrate the Year of the Dragon with this exquisite, limited-edition design.”
Multi-faceted artist Jean is known for working across different genres. He fuses contemporary subjects with techniques inspired by traditional Chinese calligraphy, Japanese woodblock prints and Renaissance portraiture.
Commenting on his collaboration with Johnnie Walker, Jean said: “With Johnnie Walker Blue Label Lunar New Year, we wanted to create a dragon that felt different, new and innovative. We wanted to show respect for the past while also looking into the future with optimism; in the same way that Johnnie Walker stands for progress through that incredible Keep Walking spirit.”
“The Year of the Dragon is rich in symbolism and tradition in Asia. Many consider the dragon the most powerful animal in the Chinese Zodiac and the Wood Dragon felt remarkably close to me because of the natural elements prevalent in my own work.
“Evolved from traditional depictions of Chinese dragons, my dragon is composed of flowers and organic elements, from which emerge tendrils and arcing lines, evoking the idea of roots and connection.”
He added: “There are hidden elements in the picture as well, layers to be discovered, just like the layers in this incredible whisky. I included chrysanthemums, from which flow liquid gold – inspired by Johnnie Walker whiskies – and hummingbirds sipping on the precious nectar.
“I want the viewer to peel back the layers and discover more about the image. I want my work to function from far away but reveal more details the more closely you explore the imagery.” ✈
Footnote: Martin Moodie recently spotted the Johnnie Walker Blue Label x James Jean expression among a slew of other Lunar New Year releases at Hong Kong International Airport. Click here for his full report.
