Johnnie Walker launches new global ‘Keep Walking’ integrated campaign spearheaded by ‘From the Future’ TV spot via BBH London

Johnnie Walker has launched a new global ‘Keep Walking’ integrated campaign fronted by its latest ‘From the Future’ spot via BBH London.

Johnnie Walker’s brief to BBH was to ‘revitalise ‘Keep Walking’ for a new generation of drinkers in a rapidly changing world’ – a theme that shines through in the new spot. 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.

VIEW THE SPOT

The campaign brings to life the energy and excitement of the progress occurring around the world; progress as a disruptive force, a frequent opportunity and a daily occurrence for millions, as well as an intensely personal experience. The Keep Walking message for the world today is that we are all a work in progress, and that any of us, anywhere, can aspire to something better, and achieve it.

The ‘From the Future’ spot relays a message of hope from a successful man to his younger self; illustrated by a journey around the world featuring a series of individuals moving themselves forward with each of them facing down the challenges of their workplace today, with one eye on the potential offered by the future.

The film was directed by Fredrik Bond at Sonny and shot in Bangkok and Sao Paulo. It marks a change in the tone, look and feel of the Johnnie Walker brand, in a move to refresh and modernise its communications, ensuring the brand is ever more relevant to a new generation of drinkers around the world.

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.

Diageo Credits