Returning member?

Johnnie Walker has launched its first NFT collection with seven bottles from its rare Master of Flavour series selling out in just three minutes, as part of a multi-experience campaign developed by Virtue APAC, the creative agency from VICE media.
Appealing to modern luxury consumers and crypto enthusiasts, Johnnie Walker and Virtue worked in partnership with BlockBar.com, the world’s first direct to consumer NFT marketplace for luxury wines and spirits, to offer buyers the chance to own seven extremely rare, vaulted bottles of Blended Scotch Whisky paired with seven one-of-a-kind works of art.
All seven Masters of Flavour bottles, valued at US$35,000 (over $AU48,500) each, sold in Ethereum cryptocurrency within just three minutes – one of the fastest ever sales recorded on BlockBar.com.
Virtue managed overall strategic and creative conceptualisation for the Masters of Flavour campaign as well as developing a launch film and social assets.
One of the three NFTs released by Johnny Walker.
Johnnie Walker Masters of Flavour is the third and final whisky in the Johnnie Walker Masters series of extremely rare Scotch, crafted from fleetingly rare whiskies – which are all aged for at least 48 years – from four closed distilleries: Port Dundas, Brora, Glen Albyn and Glenury Royal.
Each of the seven bottles unlock access to a coinciding and exclusive piece of digital artwork from Australian contemporary artist Kode Abdo, aka BossLogic. Known for his fancasts, he recently teamed up with footballer Lionel Messi to create a new series of artistic NFTs featuring the global sports icon.
Extending the digital experience into the physical world, buyers can choose to keep the NFTs and redeem their purchase for an exclusive three-day trip to Edinburgh, Scotland. Immersing themselves in the history of Johnnie Walker, the exclusive money-can’t-buy experience includes a guided tour of the lowlands home of Johnnie Walker, including the Diageo archive and private tastings of rare collectable whiskies from the Diageo collection.
Chris Gurney, group creative director at Virtue APAC said: “Johnnie Walker Masters Of Flavour is the ultimate expression of mastery, so our approach was to bring the 48-year-old whiskey making and packaging process to life through the craft and materials of the world’s leading artisans. We worked together with Bosslogic to reflect this creative narrative in his NFT artwork and to enhance the overall film direction, we brought in acclaimed sound designer – Maurizio Argentieri, best known for working on international music film scores including The Island, Zoolander 2 and Bread and Tulips.
“Only seven rare bottles of Johnnie Walker Masters of Flavour were available through Blockbar.com and owning one of them is equivalent to owning a piece of time. The whisky and the bottle itself is a piece of art and our treatment of the film needed to reflect that, alongside the intersection of virtual artistry within the digital domain.”
You can view a short film regarding the launch of the NFTs here.
It’s time to get applying for the Australian Impact Awards powered by Wavia – but how do you go about winning one?
Former marketing exec Rowena Millward, who held several senior international roles with Johnson & Johnson, has launched a new book, Uncomfortable Growth, providing leaders with a blueprint to uncover who they are, what they really want and what future they choose to create. Written in the aftermath of COVID, Millward, co-founder of MacMORGAN Next Practice […]
The question is will Sophie Lander be now down the Jeep dealership this weekend?
by B&T Magazine
He’s been lying low since his Monkeys departure, but Justin Drape is back & happy not to be talking lamb chops.
News Corp Australia has launched KommunityTV, its new home of live community sport streaming across Australia.
Are you still making sexist ads? Well, you need to read this and fast. Unless you’re Ultra Tune & have racked the cue.
The only winners in these sorts of things are only ever the lawyers. And the lawyers’ local Mercedes dealership.
Think augmented reality has basically delivered jack shit despite all the hype? Get set to eat your words here.
Who doesn’t love anything starring the delightful Ryan Reynolds? Despite this not actually featuring said Ryan Reynolds.
The blind taste test has been loved by brands & marketers for years. Admittedly, the addition of vomit is a new element.
by B&T Magazine
As a warning, this press photo contains some unsavoury language. All complaints, in writing, via Emotive, please.
Take yourself back 25 years to swigging booze out of your parent’s liquor cabinet with this new Rémy Martin work.
Here’s one thing we all love (Margaret Pomeranz) & one thing we all hate (real estate agents). Let the laughs commence!
by B&T Magazine
The AR lens is expected to see a drastic rise in the number of duck lip-related injuries in Snapchat users.
Rugby doing very little for its toffee-nosed, boat shoe-wearing reputation with latest Land Rover partnership.
How can we improve the annual Cannes Lions? Make all the countries wear team tracksuits like at the Olympics.
by B&T Magazine
Archibald Williams has a new MD today. Also eyeing new fern for reception following untimely death of incumbent.
Once again the importance of live sport to broadcasters was on show last night. Except golf, which is continually dull.
by B&T Magazine
Unlock yourself a free ice-cream by reading this. Although, as you’ll discover, it’s an exhausting process.
Google launches verification program for financial service advertisers. One could argue too late for Melissa Caddick.
If you’re dreaming of a holiday to NZ, try listening to three radio hosts talk about it while you cry into your dinner.
New report finds brands are increasing their spends on social media. Just as well, as Zuck’s rego’s due.
Four N’ Twenty brings in rockers The Living End for latest promotion. Apparently Tina Arena stops at savoury quiche.
Have you properly and rightly eschewed psychedelic drugs? Watch The Masked Singer on a few wines for similar effect.
Here’s a very topical opinion piece that’s just arrived! It involves cost of living and not Guy Sebastian’s court case.
B&T still has fond memories of our travels with YHA. Not to mention the lingering warts, tinea and the dermatitis.
For the Umi Nori Autumn/Winter 22 Capsule, Australian recording artist and Triple J host Nooky heads up the campaign as an official ambassador for the brand. The collection features three suits, each one for a different time of day, occasion or mood. You can view the campaign video and shoot at uminori.com/collection-iii
Social media giant Meta’s transitional phase after the departure of long-time COO Sheryl Sandberg continues. The company have officially stated that Santosh Janardhan will be taking over their engineering department after the current head, David Mortenson, handed in his two-weeks notice. The news was initially made known to all members of the company via a […]
B&T’s reporting live from our sister conference Travel Daze today. There’s a bit of scamming free lunch in there too.
The Royal Brisbane and Women’s Hospital Foundation has partnered with leading independent agency Rumble Strategic Creative, and its sister media agency Scout, to launc
h a new brand platform and campaign highlighting the incredible gift donors make possible – the gift of time. The campaign is spearheaded by a 60 second brand video (which can be […]
Xbox shuts down critics of its new ‘Pride’ controller. Just happy the conversation’s off gun violence for a change.
Missus Minogue and Jenner continue their stoush over who owns the name Kylie. Everyone staying mum on the Locomotion.
Asics voted top brand based on online conversations. Still, can’t crack it for top trainer of choice in adland, however.
Friend of Pathum Wanigasekara? Well, you know what you’ll be getting for Christmas as the adlander joins Booktopia.
Lucky Harvey Norman’s the chief sponsor of Origin because it sounds like there were a number of smashed TVs last night.
by B&T Magazine
As much as we all love the office crazies, it’s no excuse for not making mental health an absolute priority.
© 2022 The Misfits Media Company Pty Limited. All Rights Reserved.
Please wait while we sign you in with LinkedIn.
This may take some time.
Please be patient and do not refresh the page.
(A new window from LinkedIn should open for you to authorize the B&T login. If you don’t see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)
Never miss a story again. Sign up for B&T’s daily newsletter now.

source