Johnnie Walker Throws Viewers Into a Dystopian World for New 'Keep Walking' Film

Following the celebrations to mark 110 years of its Striding Man, JOHNNIE WALKER, the whisky brand owned by DIAGEO – the world’s leading premium spirits company – places the walking man in a brand new situation, striding side by side with people from all walks of life. Dubbed Striding Hu[Man]s, the concept created by CP+B Brazil features an integrated campaign running until the end of the year. The new communications piece will be backed up by PR activations developed by the office [ EM BRANCO ].

“JOHNNIE WALKER has always talked about personal progress and we know how the meaning of progress has changed a great deal over the last years. Through Striding Hu[man]s, the brand follows up on its famous Keep Walking campaign by relying on collective progress. For the first time ever, the Striding Man no longer walks by itself, and is now accompanied by people from all walks of life to help promote progress for one and for all”, says Guilherme Martins, head of Diageo whisky portfolio in Brazil.]

“The campaign proposes a counterpoint to the moment of deep divisions we are going through over the last years in Brazil. We want to show that progress is only possible when we walk together”, explains Marcos Medeiros, partner and CCO, CP+B Brazil."

Produced by Paranoid, the first film ad marking the brand’s new positioning will air on pay TV and social media. The piece casts an optimistic glance at reality and shows viewers the collective power of walking together. “The film invites people to consider how by being together we are stronger to keep walking. An inspiration for a moment of such intense polarisation," adds Guilherme.  

During the same week, a series of surprise urban interventions created by the office [ EM BRANCO ] and run by the brand in São Paulo and Recife will gain momentum. A new show was held Thursday, September 27, at 7 pm at the Pátio Victor Malzoni, better known as “the Google building”.

The communications strategy also features OOH content, such as sequential panels and indoor media pieces placed at strategic locations, such as the Shopping JK Iguatemi mall and the Guarulhos airport. In the coming months, the campaign will be developed into brand new content and POS efforts.