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Embracing the spirit of U.S. entrepreneurship, Bartle Bogle Hegarty is launching a campaign for Johnnie Walker scotch that directs consumers to a Web site where they can seek grants to fulfill their dreams.
A panel will weigh individual requests and dole out $500,000 in the fall. The goal is to connect with young adults ages 25-34—a group not typically associated with scotch, said Cindy Gallop, president of BBH in New York.
Six print ads, tagged “Keep walking,” suggest the ideas that inspired contemporary businesses.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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