Diageo’s Johnnie Walker is using the Academy Awards and Women’s History Month to continue its outreach to women, this time by promoting female filmmakers. At a party for women nominated for Oscars, the Scotch whisky brand will roll out its own red carpet—a patchwork of images related to seven female filmmakers including Ana Lily Amirpour, Gina Prince-Bythewood, Janicza Bravo, Christine Choy, Julie Dash, Wanuri Kahiu and Claire Denis.
Prince-Bythewood, director of “The Woman King,” is among the female directors who were snubbed in the best director category, which this year only includes men—a fact that has led to criticism for the Academy of Motion Picture Arts and Sciences.
Johnnie Walker plans to promote its carpet with a video called “Fabric of Film” that shows how it was made, said Sophie Kelly, senior VP of Diageo’s North American whisky portfolio. The media buy for the video includes Condé Nast's Vanity Fair, all Hearst platforms, Spotlight Cinema Networks along with YouTube, Facebook and Instagram.