Here is Johnnie Walker’s first 3D projection mapping event, celebrating the launch of the new “Green Label” last week, projecting onto one of the most historic buildings in Huashan, Taipei, with the creative team (JL Design) working closely with Johnnie Walker to fuse history and flavours with new technology for the event.
The projection mapping event was created in under four weeks from brief to showcase, and was designed around the four core flavours of the new Johnnie Walker Green Label. (thanks Katy!)
Aden.
Wow. This is really nice stuff. I think this type of marketing/advertisement is always stunning, but it also always hits a couple roadblocks for me:
1. It doesn’t really make me want to drink it. I love whiskey. I love digital signage/3d mapping. But this doesn’t do it for me. It almost works too hard.
2. This type of marketing is too narrow. The only way this has impact is through the internet. Mapping and projecting on a building on another continent is great for the physical target, but for the rest of us, this is really just a cool video to watch. What’s the cost/benefit of this? Certainly they can’t use this exact model anywhere else because of the building’s architecture.
3. Why Taipei? Wouldn’t it make sense to start this in Scotland?
Anyway, food (or drink?) for thought…
Hey Paul,
Completely agree. Personally, I believe a lot of this work is still pure eye candy that helps to grab a few good PR headlines and build a little (or potentially a lot) of brand traction on YouTube or Vimeo if the event video is any good.
From what I’ve seen, generally projection mapping events are put on in large places where crowds will gather (100-300 people) and run over multiple nights, but primarily, they are put on as a kind of corporate/supplier event where VIP’s are given the royal treatment to make sales and build relationships as any other kind of corporate function would.
The only new thing here, is that they get to create a great video that, hopefully, will be seeded well enough to generate brand exposure and conversation across the social web! Two birds with one stone?
Why Taipei? Good question, perhaps that’s where a local brand team bought the idea… Not sure it’s anything more than that, but yeah, a massive event in Scotland would make sense!
But agree, this isn’t going to make anyone buy a bottle of the Green Label. But I don’t think it’s meant to…! (in my opinion)
I am from Taipei, Taiwan. I don’t know if there’re other reasons made them chose Taipei, but Huashan was a wine factory before.
Huashan now serves as Taipei’s primary creative arts center.
I suspect they chose Taiwan as it’s likely to be one of the key markets for Johnny Walker – whisky is huge in the far east compared to the UK.
Although it’s a really impressive way of communicating a brand message, all of the the 3D projection mappings I’ve seen are starting to look quite similar in terms of ideas used – spotlights, buildings crumbling, things going from one window to another, etc. I think people could get tired of it quite quickly – I know I did when I saw one augmented reality video after another, it became quite samey.
It’s a great way of adding the wow factor to a brand launch though, and makes it memorable, but only if you were aware of it happening, and when you see the video online it has less impact than if you were there at the actual event. I’m sure in real life it would be a great experience.
Very impressive! Thanks for posting these up.
In China I worked with something similar but with ‘Globes’. 3D Projection is definately something I’m yet to witness in Australia.
I’m always impressed by projection mapping but this just seemed a bit corporate and derivative.
At least one good thing, it didn’t have the ubiquitous shots of kids filming it on their phone. Perhaps because it didn’t impress them much