The makers of Johnnie Walker Blue Label are using contemporary art in a new multimillion-dollar integrated-marketing campaign to enhance Blue Label's luxury brand status. The campaign centerpiece is
a series of works of art featuring Johnnie Walker Blue Label by Warren du Preez and Nick Thornton-Jones, two leading British artists. They use a combination of photography and digital imaging to
create an abstract that underscores the exclusivity of Johnnie Walker Blue Label. The tagline is: "For those who know what to look for." The print campaign, created by BBH-New York, will run in
December issues of publications such as
New York Times Magazine, GQ, Esquire and
Travel & Leisure.