Ushering in a new era for the brand, Qulture served as Johnnie Walker's social agency of record: leading strategy, creative direction, and day-to-day execution for the world's #1 whisky brand across both global and local markets. The work spanned everything from brand playbooks and campaigns to nimble production, consistently growing their audience and outperforming engagement benchmarks across the industry.

Each touchpoint solidified Johnnie Walker’s place in culture. A partnership with Sabrina Carpenter, coinciding with the release of her album Man's Best Friend, reached from social platforms to global out-of-home across New York, London, Mexico City, and beyond, into sold-out arenas for her Short n' Sweet tour.

A couture collaboration with fashion designer Olivier Rousteing signaled the brand's shift toward a new luxury audience, with social serving as the primary stage for the launch. The creation of a dedicated broadcast channel gave followers insider’s look during The Met Gala, driving record-breaking follower growth and views. A Netflix collaboration on the occasion of Squid Game Season 2 began with a Times Square takeover and continued through the holiday season with improv help from Lil Dicky, earning coverage in AdAge and Forbes.

Across every program from city streets to ice chalets, the through-line was clear: social treated not as a distribution channel, but as a way of impacting culture at scale today.