With 200 years of legacy in challenging conventions and an icon synonymous to transcend boundaries; Johnnie Walker® is celebrating the reflecting values in others through The Walkers, illustrated through a collaboration with Indonesian urban artist and illustrator Hardthirteen.
The collaboration unveils an artwork exclusively designed for Johnnie Walker®, Illustrating its long-standing spirit of pushing the boundaries through the artist’s imagination. At the heart of it all are exclusive collectibles adapting the artwork on 120 Johnnie Walker® Black Label and Johnnie Walker® Gold Label; eight merchandise including caps and t-shirts that was launched in late 2021 and the latest star of the show, are two very rare, hand painted Johnnie Walker® Black Label and Johnnie Walker® Gold Label that will be auctioned off for charity.
Only two in the world, these iconic bottles are the first whiskey bottles that are hand painted with glow in the dark paint by an Indonesian artist. His latest work utilizes a unique technique to refine each detail to perfection that took one week to complete. The luminous paint was chosen to deliver a message of hope and igniting the brand’s spirit, to keep walking even in the darkest of times.
The artwork reveals the artist’s vivid and colorful interpretation of celebrating one’s triumph over life challenges. It illustrates birds breaking away from a broken cage, set against a globe that represents the diverse world we live in today. Just like birds that have to flap its wings to fly; one has to go through a formidable rite of passage into the unknown to reach their goals and nothing comes easy in life but sky’s the limit. While the grids is a reminder that although we are many parts ourselves as individuals, only by coming together can we make collective progress.
“Art in Indonesia has evolved so much over time, based on how it’s experienced and expressed. It is no longer on the walls, canvases and galleries, sculptures or paintings. Art is now made accessible with world renowned brand collaborations such as Johnnie Walker®. I can see the spirit of pushing the boundaries translated into Hardthirteen’s urban, colorful, yet cryptic art on the premium whiskey bottles. His meticulous and refined techniques are clearly evident through and through to make a fine art piece on such an iconic bottle known the world over,” said Windi Salomo, an art consultant and the founder of art gallery, SAL Project.
Hardthirteen is a renowned visual artist famous for his creations becoming collector items across art communities and public figures. His latest art is now made accessible by Johnnie Walker® Through these once in a lifetime collectibles that breaks down traditional Scotch conventions, creating a desire to explore and experience the brand in a fresh light.
“I always explore more ways in how to express my art, pushing the boundaries as I go and how I can give back to my community. It is an honor for me as an artist to know that these bottles that I hand painted will be auctioned towards the creative tourism communities. Amongst many, the most severely hit industry is the tourism sector and directly affects the creative communities such as musicians, artists and designers. In a small way towards the road to recovery, I am proud that my art will go towards a good cause and happy to be working with an NGO like Kopernik who is helping these communities during these all times,” said Hardthirteen.
This collaboration is a natural partnership between the artist and the brand that has always put innovation at the forefront while upholding its collaborative spirit and these resilient and progressive values are mirrored in both the character and work of Hardthirteen as The Walkers.
Stepping into a new frontier, the brand harnesses art, digital technology and collaborative culture to embrace new shifts in the modern world and finding new ways to give back to the local communities by auctioning the hand painted bottles online. The proceeds will go towards a non-governmental organization (NGO) Kopernik to aid the creative tourism communities in Indonesia that are facing challenges after losing their livelihoods since the global lockdown.
“The tourism creative communities are one of the worst hit sectors during these difficult times that we at Johnnie Walker® believe that we must play a significant role in making a positive contribution to our local communities on the road to recovery. We also believe that as a community we must come together as one to lend a hand and raise the spirit of those affected in these exceptional times. Bid, donate, participate and harness the philanthropic spirit of The Walkers in supporting local craft and communities through this virtual auction for Indonesia to shine in this time of uncertainty,” said Dannies Hendrato, Marketing Manager for Whiskey Portfolio at Diageo Indonesia.
The auction Keep Walking Indonesia, Johnnie Walker® Special Bottles Edition will be held virtually from 3 to 5 February 2022 at Kick Avenue, a local e-commerce store that sells various fashion products through its Instagram account @kick.avenue. Those who want to participate in the auction may comment on Kick Avenue’s post on 3 February starting at 6pm. The bid will open at IDR 2,000,000 for Johnnie Walker® Black Label and IDR 3,000,000 for Johnnie Walker® Gold Label with IDR 250,0000 thereafter in multiples. The auction results will be announced on 7 February on the same platform.