Most of our readers are familiar with the number-one selling blended Scotch whisky brand in the world with annual sales reaching 130 million bottles of the beverage that represents the idea of personal progress for the people who enjoy it in more than 180 countries worldwide. Within the advertising world the Diageo brand is vastly known for its “Keep walking” campaign that has run in more than 120 countries (including Colombia, Lebanon, Israel and many others) over the course of eight years, including more than 50 TV executions, 150 print executions, radio ads, websites, internal and consumer awards, and even a charitable fund in Korea.
Johnnie Walker has always honoured strong stories of bravery, optimistic, hard-working people, and personal progress – be it inhabitants of a small island Lesvos who helped almost half a million refugees in 2015; 6,000 Colombians stripping down this year and walking hand-in-hand in an effort to keep working towards unity, despite undergoing the horrors of a decades-long civil war; or most recently the cultural progress and diversity that represents each fabric of today’s America.
#KeepWalkingAmerica is not just the one inspiring TV spot with a famous tag, it’s a collection of stories that celebrate the cultural progress, diversity, and optimism of the people who call [America] a home. What may seem as a not-so-subtle reference to President-elect Trump’s intentions of building wall, shows a land that was made for “optimists, who break barriers and who believe in change and refuse to quit; for the ones who make America progress with every step they take, who work hard in the land that was made for them; for those who Keep Walking.”
Set to one of the United States’ most famous folk tune “This Land Is Your Land” by Woody Guthrie, the powerful 360 marketing campaign was created by New York-based advertising agency Anomaly and directed by Chris Sargent of production and management company Anonymous Content. The lyrics of the campaign’s anthem are read in both English and Spanish to show that America has “always been and should always remain an inclusive nation, built on values that celebrate and reward people from all colors and creeds”. The 60-second ad was shot for over two weeks and features real storylines of progress from Los Angeles, Santa Fe, Montana, New Orleans, Baltimore, New York and Washington DC.
And as Johnnie Walker has inspired us with stories of personal progress – just like its founders’ which is beautifully presented by Robert Carlisle in the Man Who Walked Around The World, for over 200 years – the brand recently travelled to Brownsville, Texas, a U.S.-Mexico border town with celebrated actor, director and activist Wilmer Valderrama to spread the message of Keep Walking America.
The initiative is supported by a variety of initiatives on a national and global level, each one of them hoping for a more united, open-minded society which can bring progress and positive change – to spotlight the rich community of cross-cultural Americans living in proximity to the border and to hear their personal stories of progress.
Stephanie Jacoby, Vice President of Johnnie Walker North America stated: “We are extremely honored to continue taking a pioneering role in culture by championing and celebrating progress. Keep Walking America brings to life stories of cultural progress and diversity, and we hope this campaign inspires people to come together for a better future.”
This initiative mirrors recent global work from Colombia which shared a message of unification during the ongoing peace treaty negotiations and that was released to coincide with Colombian Independence Day on 20 July 2016. The Keep Walking Colombia presents five strong stories of Colombian citizens, as they prepare to participate in the creation of a mass nude photograph by acclaimed artists Spencer Tunick. Johnnie Walker and the Bogotá Museum of Modern Art (MAMBO) worked together to present the work of Spencer Tunick and to create a unifying art installation.
More than 6,000 people who experienced the civil war posed nude at Bolívar Square, Bogotá, to make a stand for peace in Tunick’s art installation. There are a couple of people who stand out in the short heart-warming film that shows Colombia’s progress as a nation – former police officer Wilson Barreto and his friend Luis, the FARC (Revolutionary Armed Forces of Colombia) commander responsible for the bomb attack that caused him to go blind when he was 19. Together they strip naked with people from both sides of a conflict lasting decades, to express their belief of a better tomorrow. “We have facilitated the production of this documentary so that the inspirational stories of the Colombian people can be seen and heard by a wider audience,” said Daniel Leahy, global content director at Johnnie Walker.
We can only hope that these heart-warming pieces of advertising will show people that those who live in positivity go further. You can watch all ads mentioned in this article below.
Credits:
Brand: Johnnie Walker
Campaign: “Keep Walking America”
Client: Diageo North America
James Thompson, CMO
Alex Tomlin, SVP Marketing
Stephanie Jacoby, VP Marketing
Agency: Anomaly New York
Production Co.: Anonymous Content
Director: Chris Sargent
Executive Producer: Ayelet Weinerman
Edit: Saints Editorial
Editor: Ross Birchall
Mix: Heard City
Post Production: Method Studios
VO: Rommel Molina