Johnnie Walker Blue Label approached us to produce an immersive launch of their film ad campaign ‘A Gentleman’s Wager’, starring Jude Law, and directed by Jake Scott. The short film premiered at the Johnnie Walker Blue Label Opening Ceremony of World Class in Edinburgh. The audience consisted of industry leaders from around the world.
As the credits rolled on the short film, a pianist seated at a grand piano in the crowd began playing a simple melody. From the huge foyer of the church a trumpet sounded, responding to the melody. The trumpet player walked through the crowd, as he passed he sparked movement in the people around him; waitresses, PR girls, glamorous guests began to dance. Our cast of dancers and actors who’d been mingling since the beginning of the evening, put down their drinks, left their trays with strangers, and skipped over the bar to join the dance.
Drawn in by the music, they moved through the crowd scooping guests in, giving them a twirl, a wink, and immersing them in the movement.
Our performers gathered on the stage and began to dance The Madison, mirroring the film, the energy building with the crescendo of the music. Once the movement had climaxed the formation dissolved as the dancers peeled off, retreating into the crowd and dancing with the guests until the event’s end.
A Gentleman’s Wager has been watched over 11.8 million times on YouTube.