The goal was to link Johnnie Walker Blue Label with a new wave of luxury drinkers, so the brand turned to Bulletproof to ditch traditional whisky cues and leaned into fashion. Partnering with ski brand Perfect Moment, they created packaging that transformed into a wearable puffer bag.

The move pushed Blue Label beyond the bar cart and into après-ski culture, sparking a global sell-out across 49 markets. The campaign fused product and lifestyle, proving that packaging could be both functional and aspirational, and giving Blue Label cultural traction it hadn’t claimed before.