Johnnie Walker launches first major campaign in a decade ‘The Next Step’ via Leo Burnett Sydney
Diageo Australia has launched the biggest national brand campaign in a decade for Johnnie Walker, the world’s number one Scotch whisky. The $15 million campaign, developed in partnership with Diageo’s creative agency Leo Burnett Sydney, will be activated over the next 18 months across multiple channels including TV, out of home, and digital media in the Australian market only. The 45 second television commercial aired last night.
Named ‘The Next Step’, the campaign is a new take on Johnnie Walker’s iconic ‘Keep Walking’ brand positioning and its spirit of personal progress, the defining ethos of the Johnnie Walker brand for nearly 20 years.
Built on consumer research and insights into what personal progress means to Australians today, ‘The Next Step’ campaign reframes Johnnie Walker’s ‘Keep Walking’ attitude for modern Australia by recognising that it’s taking your next step on the path to personal progress and achievement that’s the most important, rather than the last.
Says Adam Ballesty, marketing and innovation director, Diageo Australia: “Johnnie Walker campaigns have always celebrated stories of personal achievement. ‘Keep Walking’ has long been its rallying cry encouraging people to confidently walk their own path.
“What we wanted to unlock with this campaign is what ‘Keep Walking’ means for Australians in 2018. Our brand research showed us that the way Australians define ‘progress’ is changing. There’s no one true definition, everyone’s journey of progress and achievement is different and deeply personal. With ‘The Next Step’ we’re representing progress in a way that feels more accessible, while staying true to our brand legacy.”
Scotch is the biggest category in glass spirits and continues to grow with one in five bottles of spirits purchased in Australia a Scotch whisky. Johnnie Walker is the market leader with Johnnie Walker Black Label in particular contributing to this growth.
The television commercial was directed by Erik Van Wyk. Filmed entirely in Sydney, the spot features a new track by American indie rock band The Decemberists.
The TVC follows the story of a university student who decides to take a small but important step to focus on his true passion; his art. It then follows him as his journey unfolds as he keeps walking through a series of successes and setbacks, until he realises personal and professional fulfilment at a dedicated preview of his work.
Says Vince Lagana, executive creative director, Leo Burnett Sydney: “Modern day progression in Australia has changed. We’re so used to seeing ‘progress’ displayed through the eyes of a celebrity or athlete, but with ‘The Next Step’ we wanted to reposition ‘Keep Walking’ in a way that is more relatable and personal to our audience. With that, we have also looked at refreshing the brand with a campaign that delivers a contemporary new look and feel.”
Client: Diageo
Adam Ballesty, Marketing & Innovation Director
Jonathan Morgan, Marketing Manager Scotch & International Brands
Melissa Maidment, Senior Brand Manager
Thomas Grace, Digital and Planning Manager
Agency: Leo Burnett Sydney
Vince Lagana & Grant McAloon – Executive Creative Director
Malcolm Caldwell & Ian broekhuizen – Creative Director
Brad Grey, Damon Porter, Chris Crawford – Creatives
Rachel Devine, Senior Broadcast Producer
James Walker-Smith, Group Business Director
Jessica Rix, Business Director
Trishika Ramrakha, Business Manager
Graham Alvarez, Planning Director
Mitchell Incoll, Strategy Director
Natalie Smith, Content Director
James Healey, Social Executive
Justine Dooner, OOH Integrated Producer
Production Company: Jungle Entertainment
Erik Van Wyk: Director
Sarah Nichols: Senior Producer
Nick Simkins: Executive Producer
Audio: Nylon Studios Sydney
Editor: Simon Price
Edit Assist: Lucas Baynes
Edit Producer: Olivia Carolan
Edit House: ARC EDIT
Online: David Edwards
Finish Producer: Martina Joison
Finish: ARC EDIT
Casting: McGregor Casting
Media: Spark
Lauren Small, General Manager
Craig Cooper, Investment & Partnerships Director
Fiona Clark, Connections Account Director
James Drewe, Digital Director
Steph O’Donnell, Investment & Partnerships Manager
Jessica Brandalise, Account Director
Fiona Hedge, Account Manager
22 Comments
Nice stuff. Very cool.
Certainly a much needed fresh approach for a brand my old man used to drink.
Dull.
It’s great
The track is “Severed” by The Decemberists
I know old school ad traditionalist will find this hard to like. This is just what the brand needed. Feels fresh. Made me feel good. Simple story, great pictures and awesome music. Hard not to like the this.
The press release does say it’s a ‘major campaign’ … where’s the rest of it? I’m assuming more is to come?
Dogsauce.
Next?
This looks like an ad for the TAFE Design Centre in Enmore.
Might not make sense to an adland ivory tower creative.
But fucking awesome nonetheless.
Hats off, guys.
Grats on condensing all those cliches and platitudes into one short, trite ad.
Cheers!
congrats all involved.
Such a wasted opportunity.
Well crafted. I like. I like it alot.
Would never drink the stuff though. Johnnie Walker is for those who pretend they know about whisky.
@Don actually you’ll find the gold is a nice little drop, very fruity.
Much like Bundaberg rum and Jim Beam, Johnnie Walker is like the titanic.
Best thing it has going for it will be a retailers need a cheap price fighter.
Dull advertising won’t help. Like Bundaberg rum pull the price lever. It is stunning that Johnnie Walker & Bundaberg now sit closer to value brands than better quality brands like Jack Daniel’s.
Please take my name off the door.
It’s a pretty rubbish painting.
Saw this on TV last night – didn’t follow the ‘story’ because I switch off during ad breaks, but great visual look that caught my attention.
If the fading Leo’s creative dept is done complimenting this dross, can we all move on please. Advertising days are too short for wallpaper.
Just wondering who the main character is. It looks like someone I know and haven’t seen for many years. I would really appreciate it if you could give me his name. Just first name is fine. I will know if it’s him. He used to be a student of mine – if it’s him.
Thanks
Regards
Olga
Who voices this new “keep walking” ad?
Give recognition in credits to the talent not just the casting director.
Voiced by Kevin MacIsaac
http://www.kevinmacisaac.com/