Johnnie Walker Blue Label × Vietnamese Artists

Across a five-year partnership with Diageo, April proposed an Artist Collaboration strategy that shaped everything from packaging to thematic campaigns.

For Johnnie Walker Blue Label: an exclusive collaboration with the music legacy of the late Trinh Cong Son; contemporary artist Lieu Nguyen, whose pointillist work gave the brand a rich, unique visual experience; and a pairing of Lieu Nguyen with fashion designer Nguyen Hoang Tu, expressing the brand's luxury, modernity and sustainability.