Conquer the Night with Johnnie Walker Black Label.
Johnnie Walker Black Label, traditionally a somber, sophisticated drink wanted to update its image and reach a new, younger and hipper audience. The solution was to position Black Label as a catalyst of all things exciting that might happen during the night. Thus, Conquer the Night or Conquista la Noche program was born.
A custom, back-lit mobile bar experience and light elements were designed to bring Johnnie Walker Black Label to high energy environments, where people could experience Johnnie first hand. To extend the experience beyond the parties, a microsite was designed to serve as a platform to communicate future events, promote venues and post photos from the parties.