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Johnnie Walker 'From the Future'

Creative 0 Add to collection

New BBH campaign refreshes the 'Keep Walking' mantra

Johnnie Walker 'From the Future'

It’s one of the world’s biggest spirit brands and most iconic straplines, but BBH were keen to revitalise Johnnie Walker’s “Keep Walking” for a new generation of drinkers in a rapidly changing world.

 

A new campaign elevates the central idea of “Keep Walking” which is one of personal progress. 

 

 

The campaign film ‘From the Future’ is a message from the future in which a successful man tells his weary younger self not to lose hope. Tying in with the universal appeal of the message – not to mention global distribution of the campaign – the message is illustrated by a montage of men and women from Bangkok to Sao Paulo slogging it out with the daily grind of work. Sonny’s Fredrik Bond shot the film and brought to it a marked change in tone to the Johnnie Walker brand.

 

 

The film is supported by a print & outdoor campaign which celebrates the progress of iconic people and places around the world by reminding us of where they’ve come from. The first individuals to feature in the campaign are Jose Mourinho and Jenson Button, alongside executions featuring places including Las Vegas and the Earth.

 

 

At the centre of the campaign is a social content platform, #NextStep, which sees Johnnie Walker filtering the web to provide a globally curated feed of content; a service designed to inspire our communities and help move them forward on a daily basis.

 

 

The platform hub is on Tumblr (www.nextstep.tumblr.com), with support from the brand’s Facebook page (www.facebook.com/johnniewalker) and its other social channels. The platform was concepted and created by BBH London, in partnership with Independent United and Edelman.

 

 

The new integrated global campaign aims to inspire, celebrate and fuel personal progress amongst the brand’s audience. The work, which spans TV, Outdoor, Press and Digital, will launch first across Latin America and the Caribbean, before rolling out to other markets including Eastern Europe and Asia Pacific.

 

Credits

 

Diageo Credits
Global Brand Director, Johnnie Walker: Gavin Pike
Global Content Creation Director, Johnnie Walker: Anita Robinson
Global Marketing Manager, Johnnie Walker: Alain Dibo
Global Digital Brand Manager, Johnnie Walker: Lieke Voermans
BBH Strategy and Account Team Credits
BBH Managing Partner & Chief Digital Officer: Mel Exon
BBH Strategy Director: Simon Robertson
BBH Strategist: Matt Hoban
BBH Team Directors: Mark Whiteside, Emma Brooker
BBH Team Manager: Nicolas Jayr
TV Credits
BBH Executive Creative Director: Nick Gill
BBH Deputy Executive Creative Director: David Kolbusz
BBH Copywriter: Nick Gill
BBH Art Director: David Kolbusz
BBH Head of Film: Davud Karbassioun
BBH Producer: Rachel Hough
Production Company: Sonny
Director: Fredrik Bond
Executive Producer: Helen Kenny
Producer: Alicia Richards
DoP: Roman Vasyanov
Post Production: The Mill
Editor/Editing House: Patric Ryan, Marshall Street Editors
Sound: Will Coen, String and Tins
Sound Engineer: Antony Moore, Factory
Print Credits:
BBH Executive Creative Director: Nick Gill
BBH Head of Art: Mark Reddy
BBH Creative Team: Tom Drew & Uche Ezugwu
BBH Producer: Marion Thibaudot
BBH Designer: Rob Wilson
Digital Credits
BBH Executive Creative Director: Nick Gill
BBH Creative Director: Jeremy Ettinghausen
BBH Integrated Producer: Dominic Tunon
BBH Head of UX: Adam Powers
BBH Lead Interactive Designer: Kenzo Kramarz
BBH Team Manager: Simon Woods
BBH Social Engagement Director: Helen Lawrence
BBH Digital Analyst: Saskia Jones
Independent United: Shilen Patel
Independent United: Rachel Bishop Sunter
Edelman Account Director: Natasha Ighodaro
Edelman Account Executive: Marc Taylor

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Genres: People

Categories: Spirits, Alcoholic Beverages

lbbonline.com, Wed, 25 Sep 2013 09:20:46 GMT