Scotch whisky brand Label 5 is charging towards the end of a global ‘Power of 5’ campaign by offering its digital community the opportunity to choose the design of a new limited-edition expression.
Earlier this year, the La Martiniquaise-owned brand recruited five street artists from five locations – Beirut, Hong Kong, London, Brussels and Mexico City – to offer their takes on Label 5’s values of openness, diversity and energy.
This urban and creative activation was unveiled across the brand’s digital platforms.
“Enthusiastic followers from around the world expressed their keen interest with plenty of likes, comments and shares,” the brand said. Their enthusiasm prompted a digital contest, which starts tomorrow (18 October), to find the most-liked design. Label 5 will feature the winning artwork on its limited-edition next year.
The campaign harnesses the power of Label 5’s social media following. Its Facebook page, for example, boasts over 365,000 followers. Fans need only to hit the ‘like’ button to register their favourite design.
The Label 5 graffiti concept was also highlighted at an evening event at this month’s TFWA World Exhibition, where a special Cannes interpretation of the graffiti challenge was created.
