Johnnie Walker Blue Label collaborated with August Man’s signature Men of the Year to launch the 1-in-10,000 awards.
Only 1 in 10,000 casks are deemed to be of sufficient character to deliver the signature taste of Johnnie Walker Blue Label, thereby celebrating the discerning. The task was to highlight four Blue Label characteristics: Rare Craft, Rare Legacy, Rare Character, and Keep Walking.
The awards capitalized on AugustMan's 10th anniversary celebration of Men of the Year. At the event, four previous decade recipients who best exemplified the characteristics of Rare Craft, Rare Legacy, Rare Character, and Keep Walking were recognized. A 360-degree approach was used, which included print, video, and on-the-ground events. It was a six-month campaign spanning all three titles.