Johnnie Walker Blue Label was ageing out.

To attract the next gen of Asian Australians, we developed a new platform for the brand about creating New Traditions, then launched it by disrupting one that’s hundreds of years old: Mahjong.

We invited select individuals to become members of the club, chaired by Crazy Rich Asians star Remy Hii.

We brought members together with a Lunar New Year mahjong tournament series.

Serving Chinese New Year dishes reimagined by Dan Hong.

The club was a sell out success, getting a rare bottle of expensive whiskey nationwide coverage and a new following.