Create vintage inspired Limited Edition designs for Johnnie Walker's 200 year anniversary

Thank you to everyone who participated in this Creative Invite. And a big congratulations to the Selected Artists Rahul Jha (India) and Fernando Degrossi (Brazil)!!

“Thank you all for your great and creative work. We are pleased with the diversity and beautiful designs submitted. Well done. Keep Walking.”
- Johnnie Walker team
In 2020 Johnnie Walker will be celebrating its 200 year anniversary. From the very beginning Johnnie Walker has believed that progress is a journey best walked together. From the four corners of Scotland to the four corners of the world, it’s a brand with one name on the bottle, but thousands more behind it.

Johnnie Walker is looking for artists around the world to create box packaging for their 200 year anniversary Limited Edition range, taking inspiration from three key vintage advertising styles from the brand’s past. The design should take direct cue from the design styles from the brands history, but with a modern twist to it, catching the eye of the brand’s young, creative audience.

Artists should choose one of three style themes for their design, and use the Striding Man for that style. Artists should use the box templates provided below, and may create a mock-up image if they would like. Before starting on their design, artists should read the 'Design Guide' and ‘Things to Consider’ section below.

A minimum of 2, and up to 4 designs will be selected and potentially be produced into a range of Limited Edition Johnnie Walker products and sold around the world. The Selected Artists will receive £4,000 for each design selected.
Things to Consider
Before starting on a design, please read the following:

Johnnie Walker is looking for artists to create one (or more) Limited Edition box designs, in 1 of these 3 historical design styles to celebrate the 200th anniversary of Johnnie Walker.

  • Style 1: ‘Punch/Puck Magazine’ cartoon
    • Key design style characteristics: Created using black line work with an illustrative pen and ink style technique. The black pen is used in two levels. Firstly, it is used sparsely, often with single line work in the background and helps to show perspective. Secondly, a thicker line weight is used to create shading, depth and often to bring out the elements in the foreground.
    • Download the Style 1 template here

  • Style 2: 1930s Fashion Inspired illustration
    • Key design style characteristics: Created using a brush pen. Strokes are made in a loose expressive manner but often have a clean finish to them. Bold black strokes are used to outline the main shapes of the illustration. Colour is then applied loosely, again with a brush pen, using the negative space of the paper substrate (or white) to express contrast in shape and tone.
    • Download the Style 2 template here

  • Style 3: Post-war advertising posters
    • Key design style characteristics: Created using Gouache paint. Gouache can create a wide range of finishes, from creating an almost soft water colour appearance, to harder lines and shapes, with rich colours. This enables the illustration to have a wide range of depth, colour and tone.
    • Download the Style 3 template here

You can find more vintage advert inspiration and details for all 3 Styles in the Design Guide linked opposite.

Johnnie Walker is looking to ideally select work across all 3 styles, so please feel free to develop a design for each style for more opportunity to be selected!

  • Designs should be in-keeping with the vintage advert style, but the content of the scene should be modernised to include a modern-day scene that is culturally relevant to today, and is a place Johnnie Walker's Striding Man might find himself walking today. Examples of modernising a scene might be replacing old travel methods (i.e. horse and cart) with a modern-day travel method, or switching old style clothing (i.e. long dresses and hats) with more contemporary-day clothing.
  • Take a look at the vintage adverts for each style, and consider the key design characteristics of each distinctive style when creating work.
  • Each style comes with a different Striding Man. Designs should use the relevant Striding Man for the style a design is inspired by. Please don't adapt or change the provided Striding Man.
  • Designs should include the Striding Man surrounded by other people in the design. He could be walking, talking, exploring or socialising together in an everyday situation (just remember to keep the Striding Man himself staying as he is).
  • Artists should use the templates provided for each style and follow the Design Guide. Artists may create a mock-up of their design as part of their submission.
  • Please only include characteristics from 1 style within each design.
  • Artists should read the Design Guide before starting work. Designs should respect the points detailed in the guide.
  • Artists should use the colour palettes provided within the Design Guide. No black and white designs please.
  • Designs should be eye-catching, stand out on-shelf, and be inspiring for people who appreciate vintage design, or love the Johnnie Walker brand.
  • Designs should be fun, cool and relevant to today.
  • Designs should include the Johnnie Walker logo (included in the box template). Artists may adapt the typography in the label to make it in-keeping with the style they are designing for.
  • Designs may incorporate text or typography if it suits the design. All text should be in English.
  • Designs shouldn't be a direct recreation of the vintage adverts provided in the Design Guide.
  • Designs shouldn't feel stuck in the past or be a history lesson. They should feel modern, and relevant to culture today.
  • Designs shouldn't be specific to a particular Johnnie Walker product.
  • Each submission should include a written caption (up to 150 words) in English, explaining the inspiration and design. This information should be included in the 'description' field of a submission.
Johnnie Walker is the world’s number one Scotch whisky brand, enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavour and quality above all else.

Back in 1820, setting Johnnie up in business took a family and a community. From the collective of neighbours that rallied around him, to the sea captains and traders who spread the brand to over 100 countries by 1920, making it the first truly global spirit brand, Johnnie Walker has always been moving forward together – putting great whisky in the hands of friends all over the world.

200 years later and Johnnie is still as passionate as ever about continuing his journey by walking together. Two centuries have taught us that the best journeys in life, the ones that take us furthest, are the ones we take with others.

So today Johnnie walks, in the company of friends and partners, celebrating the 200 years that have made it the number 1 Scotch Whisky and taking the first steps into the next 200.

Download the History of Johnnie Walker document here.

the career opportunity
A minimum of 2, and up to 4 designs will be chosen by Johnnie Walker and Diageo. The Selected Artists will:
  • Have their design potentially produced into Limited Edition Johnnie Walker products for sale globally
  • Have their design potentially produced into other marketing materials
  • Receive potential exposure for their work across Johnnie Walker and Diageo social and digital channels
  • Receive £4,000 for each piece selected.
  • This opportunity is open globally to those who are at least 21 years* of age at the time of entry. Void where prohibited by law.
    *Please note that as of December 3, 2018 the age restriction has been lowered from 25 to 21 years.
  • This opportunity is a closed Creative Invite. Submissions will not be visible by the public and must not be made public anywhere by Artists. Submissions are not to be shared on social media nor uploaded to the Artists' Talenthouse profile.
  • Limit 10 submissions per artist or artist team.
  • All submissions must be original artwork (meaning not using third party pre-existing copyright materials, or stock imagery except for those provided by Johnnie Walker in this Creative Invite) but can be pre-existing or created especially for this opportunity.
  • Each submission should consist of 1 fully executed design. Artists may also include the mock-up image of their design in the same submission.
  • Artists should use the template provided. A box mock-up may also be carefully used in submissions as long as its use conforms to the specs set out in the Design Guide. Designs should respect the dimensions and die cut of the Johnnie Walker box template, integrating the artwork on the indicated area and leaving the fixed elements. All rights in and to the material provided are reserved by Johnnie Walker and Diageo.
  • Artists should retain their original artwork files in the highest quality possible but designs must be submitted in JPEG or PNG, max size 10MB.
  • Selected Artists will have to supply their artwork as a layered .ai or PSD file (high-res, layered files, CMYK). Artwork should be created at 300dpi minimum, at twice the size of the pack.
  • Please read the 'Design Guide' and ‘Things to Consider’ section above carefully.
  • Artists must ensure that their work complies with the Diageo Marketing Code or it may be removed or will be ineligible.
  • Submissions should refrain from depicting or referencing any polarising political symbols or moments.
  • Submissions must not include or allude to alcohol drinking scenarios or dangerous situations.
  • Designs should not include photography.
  • Designs should not include images of real people, but feel free to draw them (e.g. people talking to the Striding Man), however these individuals should not be idenfitable as real (due to personal rights). Designs must not include any reference to children.
  • Designs must comply with landmark copyright or service marks of a third party or any location.
  • Each design should be accompanied by a small written caption in English explaining the inspiration and design. Captions may be up to 150 words, and should be included in the 'description' field of a submission.
  • All artists, who are not selected, shall grant Johnnie Walker and Diageo a global, limited, non-exclusive, royalty-free license to promote their work on Johnnie Walker social media and online platforms for a period of 3 months from Selected Artist announcement. All artists will be credited accordingly.
  • Selected Artists will be required to assign Johnnie Walker and Diageo all rights, title and interest in and to their artwork. The Selected Artists will have to sign a Copyright Agreement. In return, the Selected Artists will receive the specified incentives.
  • Selected Artists may be asked to modify their design to fit production requirements. This may include up to 2 rounds of minor amends.
  • Artists must join Talenthouse using an active email address in order to ensure they can be contacted should they be selected.
  • Selected Artists must respond to Talenthouse within 2 days of receiving the notification email or else will forfeit all incentives.
  • Talenthouse reserves the right to remove inappropriate, offensive and harmful submissions as well as submissions that do not fit the brief, these guidelines, Official Rules or Diageo Marketing Code.
  • No purchase necessary to enter.
Johnnie Walker and Diageo will select from all qualified submissions. A qualified submission is one which meets all the Terms & Conditions, Guidelines and Official Rules.
Key Dates
  • Launch:
    November 30, 2018 at 10:00 AM
  • Submission Deadline:
    January 9, 2019 at 10:00 AM
  • Selection Period Starts:
    January 9, 2019 at 10:00 AM
  • Creators Selected:
    February 19, 2019 at 8:00 AM
All times are in Pacific Time.