Johnnie Walker hosts Mardi Gras Debutante Ball for first-timers in new campaign via Leo Burnett

Johnnie Walker is continuing to take bold steps towards progressing equality with its latest campaign in partnership with Sydney Gay and Lesbian Mardi Gras, Leo Burnett Australia and Herd MSL.

With a mission to celebrate inclusivity and empower individuals to embrace their first Mardi Gras experience, Johnnie Walker proudly hosted the Debutante Ball for first-timers.

Recognising the diverse and nuanced reasons why some have yet to attend Mardi Gras, the campaign sought to provide a supportive and welcoming environment that celebrated the individuality and diversity of the LGBTQIA+ community.

Launching with a national search led by Herd MSL, Johnnie Walker had icons of Mardi Gras, Robyn Kennedy (who attended the first Sydney Mardi Gras parade in 1978), Paper Artist Benja Harney and Trans Couture Designer couple Katie and Lillian Nicol-Ford, invite people from across Australia who had never attended, to take their first steps at Mardi Gras in 2024. Eight debutantes who represent a broad spectrum of identity, age, and geography were selected. They were then brought to Sydney to have their debut celebrated by the community at large.

The Debutante Ball merged traditional elements of a debutante event with the vibrant spirit of Mardi Gras, resulting in a fabulous collision of old-world charm and new queer identity. By subverting expectations and embracing individuality, Johnnie Walker invited everyone to take their first steps towards Mardi Gras with confidence and pride.

The event was held at the iconic LGBTQIA+ venue, Kinselas, in Sydney and hosted by Australian actress and singer Natalie Bassingthwaighte, who Herd MSL engaged to not only inspire first-timers across the country to attend the ball but attended herself as a debutante. Having recently come out as queer, Natalie’s experience mirrored that of many of the debutantes and made the event even more special.

Says Melissa Barry, portfolio marketing manager at Diageo: “Johnnie Walker has always been a fierce advocate for progress – both societal and personal. As a proud partner of Mardi Gras, embracing this moment as a chance to celebrate the trailblazers who paved the way for others to walk proudly and connecting them to newcomers who’d be walking for the first time was something we were delighted to make happen. We wish all those who celebrated this year a happy Mardi Gras and stand proudly with the wider community as we continue to Keep Walking Proudly together.”

Says Stacey Karayannis and Rosie Stone, associate creative directors at Leo Burnett Australia: “We have enjoyed subverting the traditions of a debutante ball, but what we’re most proud of are the debutantes. Being able to bring their stories to life, create connections between the debutantes and trailblazers from the community, and celebrate their moment in front of a proud and welcoming crowd has been such a privilege.”

The event was supported by a launch across OOH, online film, activation, and social, with PR led by Publicis Groupe stablemate, Herd MSL.

Images: Photographer Scott Heldorf

Diageo | Johnnie Walker
Hayden Abercrombie, Marketing & Innovation Director
Melissa Barry Marketing Manager
Emma Ryan Brand Manager
Rebekah Allison Media & Connections Planning Lead

Leo Burnett Australia | Johnnie Walker
Andy Fergusson National Chief Creative Officer
Tim Woolford Group Creative Director
Tommy Cehak Group Creative Director
Stacey Karayannis Associate Creative Director
Rosie Stone Associate Creative Director
Johnson Diep Conceptual Designer
Dhiv Pillai Senior Strategy Director
James Walker-Smith General Manager
Andrew Thistlethwaite Group Business Director
Gemma Cox Group Business Director
Cameron Dobbelsteyn Business Director
Rosie Dingle Senior Business Manager
Tamara Kennon – Senior Integrated Producer
Francesca D’Orazio – Senior Film Producer

PR – Herd MSL
Rachel Shun Group Account Director
Janete Sampaio Senior Account Director
Savannah Fielder Account Director
Ross Stebbing Account Director
Mirna Elsabie Account Manager
Sarah Findlay Senior Account Executive
Lucy Lincoln Account Coordinator

Experiential Production, Design & Programming – Alfred
Stuart Couzens Founder
Mason Browne Senior Creative Producer

Media – Foundation
Tegan Conn Business Director
Natasha Galasso Account Manager
Maggie Concepcion Account Coordinator

Production Company: Scoundrel
Director: Selina Miles
Executive Producers: Adrian Shapiro & Kate Gooden
Producer: Tessa Simpson
DOP: Scott Heldorf
1st AC: John Young
Sound: Lee Kelly
Gaffer: Pete Sutton
Best Boy: Ting (Adisug) Tubtim
Art Director: Aisha Phillips
Wardrobe Stylist: Kellie Montgomery
Hair and Makeup Artist: Mat Hornby
Food Stylist: Nicola Sinclair
Stills Photographer: Milos Mlynarik
Editor: Selina Miles
Grade & Online: Matt Fezz
Sound Studio: Sonar

Part Two:
Production Company: Scoundrel
Director: Selina Miles
Executive Producers: Adrian Shapiro & Kate Gooden
Producer: Tessa Simpson
On-Set Production Coord: Eloise Flanagan
Production Assistant: Olivia Sawyer
DOP: Scott Heldorf
1st AC (A CAM): Julian Pertout
1st AC (B CAM): Anna McGirr
Sound: Lee Kelly
Wardrobe Stylist: Leon Krasenstein
Hair and Makeup Artist: Yen Hoang
Hair and Makeup Artist: Anastasia Pappas
Editor: Selina Miles / Chris Ward
Grade & Online: Matt Fezz
Sound Studio: Squeak E. Clean Studios