Laying down the Law according to Johnnie Walker Blue Label

The engaging installations reflect the distinctive design cues of the short film

Diageo Global Travel has unveiled a series of high-profile airport activations showcasing the successful Johnnie Walker Blue Label short film starring Jude Law and Giancarlo Giannini, The Gentleman’s Wager.

Diageo hopes to increase purchases of Blue Label through the activations

The film, which has over 28 million views, will come to life in travel retail through installations in key airports around the world, including Taiwan, South Korea, Japan, Hong Kong and Singapore.

Travellers will be able to learn about Johnnie Walker Blue Label with the opportunity to watch the film and taste the whisky.

Activations include brand units reflecting the design cues of the film, such as wooden panels reminiscent of the hand-crafted boat. The film will be displayed through large digital screens aimed at creating an engaging retail environment.

At selected locations trained brand ambassadors will guide passengers through a Johnnie Walker Blue Label taste journey.

The activations will run in selected airports until October.

The Gentleman’s Wager tells the story of a wager between two men striving for personal progress through the quest for a truly rare experience. Law plays the role of a man who challenges himself to strive for something he wants that money can’t buy, despite having it all.

Diageo Global Travel and Middle East Global Marketing Director Peter Fairbrother said: “Our latest striking airport activations uphold our passion and commitment to offer travellers rare shopping experiences.

“The luxurious installations and film preview bring the brand to life and enable our luxury consumers to enter the aspirational world of Johnnie Walker Blue Label. We are confident this stunning retail theatre will drive excitement and increase purchases in duty free.”