To encourage people to celebrate special moments, even if they are small, we presented a new behavior; a way to mark them without having to use their whole bottle of the precious Johnnie Walker Blue Label.

We created a series of films representing different occasions to be aired throughout the year.

Within the online store in johnniewalker.com, we offered the pen for free so people could mark their bottles.

The moments marked on the bottles and what they represent, make the bottle of Johnnie Walker Blue Label worth more empty than full.