The pop-up series will aim to help consumers understand more about the craft, art and science involved in creating the Johnnie Walker product. The spaces have been inspired by the authentic Scottish 'rooms' where the brand's blenders create their spirit.
Developed in partnership with creative agency Anomaly, Joy Will Take You Further is an evolution of Johnnie Walker's Keep Walking campaign, and it aims to reach around 270 million consumers across 50 countries.
The experiential activity will sit alongside television, print and digital advertising, point of sale materials and digital content. The campaign features an A-list of big names, such as Jude Law, Jenson Button and rock band OK Go.
Syl Saller, chief marketing office at Diageo, said: "I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy.
"At Diageo, we believe in building brands with purpose - meaning that goes beyond product benefits - and this is a great example of an incredibly strong idea that is brought to life with outstanding creative."
More from Johnnie Walker: Case Study - Johnnie Walker Red Label activation
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