Mon, 04 Oct 2021 11:57:38 GMT
Johnnie Walker has launched the next chapter of its famous Keep Walking campaign with new through-the-line creative that aims to inspire people to Keep Walking towards a more positive future.
The brand’s Keep Walking advertising has been inspiring people around the world with a message of progress and positivity for more than 20 years and this latest chapter begins as the world gradually reopens after a difficult 18 months.
Leading the way is a new TV and digital ad directed by Glen Luchford, who has previously led campaigns for world-leading fashion houses. It features an energetic and vibrant ‘Anthem’ that seeks to get people back on their feet and moving again – as they start to socialise with confidence. The new Anthem is an infectious, feel good mash-up of famous songs all about walking that has been created to put a spring in people’s step as they head back into the world once again. The mash-up includes samples of songs including Run DMC and Aerosmith’s Walk this Way, Loretta Lynn’s version of the iconic These Boots Are Made for Walking and Lou Reed’s 1970 classic Walk on the Wild Side.
Alongside the Anthem, Johnnie Walker will unveil epic out-of-home city takeovers, projecting inspiring quotes from cultural trailblazers, over city skylines and cultural hotspots around the world. The quotes from the likes of Grace Jones, Mark Twain and Ayrton Senna will be seen across New York City, Mexico City, Cape Town, Tokyo and Bangkok amongst others.
For over two centuries Johnnie Walker has been committed to a spirit of progress and moving forward; with this new Keep Walking instalment the brand wants to help inspire people to take their own next step by reflecting the energy, words and thoughts of cultural icons and pioneers who share that spirit.
Julie Bramham, Johnnie Walker Global Brand Director, said: “Johnnie Walker has always been defiantly optimistic and a beacon of progress - that’s what Keep Walking is all about.
“Keep Walking is two little words that say so much about positivity, possibility and resilience. After everything we’ve all been through in the past few years, we can’t imagine a time in recent history when those sentiments could be more relevant.”
Working with agency partners – Anomaly, Analog Folk, PHD, Smarts and Virtue the 360 campaign will also see a series of in-market talent and influencer partnerships that will drive tangible actions that ‘walk the walk’. In 20+ countries around the world change-makers and artists like DJ Alok (Brazil), CL (Korea) and Alfonso Herrera (Mexico) will join forces with Johnnie Walker to help reinvigorate social spaces like bars, clubs and venues as the world begins to reopen.
Camilla Harrisson, CEO and partner, Anomaly London said: “Keep Walking is deeply embedded in the DNA of Johnnie Walker - and breathing new life into it for today's generation, particularly in the context of such challenging times, is a very special task. This campaign infuses Keep Walking with a new vibrant, inclusive spirit and celebrates - both visually and musically - the iconic role of walking in culture.”
The campaign launch comes just weeks after Johnnie Walker opened the doors to its new landmark visitor attraction, Johnnie Walker Princes Street, in the heart of Edinburgh, Scotland, giving people a unique and immersive way to experience whisky and socialise together again in the brand’s homeland.
It also follows $100m of investment from parent company Diageo over the past 18 months to help pubs and bars post-pandemic recovery, supporting jobs and communities around the world through their Raise The Bar programme.
Genres: Music & Sound Design
Categories: Alcoholic Beverages, SpiritsAnomaly London, Mon, 04 Oct 2021 11:57:38 GMT