Walking, moving, leaving the place to also move the reality around us: this is the spirit of the beverage brand’s new global campaign, Keep Walking Johnnie Walker, which seeks to inspire people in this moment of recovery. It is an invitation to walk towards collective progress and Rio de Janeiro, one of the most beautiful cities in the world, which mixes natural beauty with architectural landmarks, was chosen to be part of this great launch.
The action carried out on Friday, the 22nd, had a series of mapped projections covering the Morro do Cantagalo and the Arcos da Lapa.
The action carried out on Friday, the 22nd, had a series of mapped projections that covered the Morro do Cantagalo and the Arcos da Lapa
–
The Johnnie Walker beverage brand, which seeks to inspire people in this moment of recovery
–
Scene from the movie “Anthem”, from the Keep Walking campaign
–
“We need to build bridges and live with respectful disagreement” (Djamila Ribeiro)
–
The capital of Rio de Janeiro joins São Paulo, Curitiba, Recife and Salvador, where other Keep Walking “invasions” took place, with drone shows and projections mapped in the cities. “It is a campaign that reinforces the Keep Walking spirit of moving forward, taking bold steps towards progress. The brand is committed to collaborating, promoting collective progress, echoing speeches and inviting people to action”, comments Juliana Ballarin, Marketing Head of Scotch Portfolio at Diageo, a company to which Johnnie Walker belongs.
https://www.youtube.com/watch?v=67UXTFucl3c
-Walking makes us happier and smarter, says neuroscientist
The inspiration in life’s journeys was translated into phrases, signed by personalities such as Grace Jones, Dolly Parton, DJ Alok, Djamila Ribeiro, Astrid Fontenelle, João Vicente de Castro, Pedro Andrade, Gero Camilo, Adriana Barbosa and Silvio Meira. “We need to build bridges and live with respectful disagreement,” wrote Djamila Ribeiro; “Hope: intransitive verb that drives me forward” was Astrid’s phrase; “I want diversity. A path from the root of Ceará, through a rainbow, to the sky of the whole world” was the contribution of Gero Camilo, among many others, to inspire us to follow. The campaign includes an iconic film for TV and digital, as well as out-of-home large formats from the world’s best-selling Scotch whiskey brand.
INSERT MORRO DO CANTAGALO IMAGE HERE
Philosopher Djamila Ribeiro on stage for the campaign
–
-Jane Walker: beverage giant launches female version of whiskey
The film features an electrifying soundtrack, a mashup with excerpts of songs that have the verb “walk” (to walk, in free translation) in the title and lyrics. There are three classics: “Walk on the Wild Side”, released by Lou Reed in 1972, “Walk This Way”, originally released by Aerosmith in 1975 but which achieved immense success when re-released with Run DMC in 1986, and also “These Boots Are Made For Walking”, song with which singer Nancy Sinatra reached the top of the charts around the world in 1966.
DJ Alok para Keep Walking
–
-Johnnie Walker introduces new Game of Thrones-inspired whiskey
The walk, however, needs to have a good destination, and that’s why the campaign also encourages people to engage in social causes, whether through volunteer work or donations, through a partnership with startup Gooders, which rewards good actions . “We want to show everyone the importance of getting involved in solidary actions and encourage this attitude. It is necessary to bring the public closer to these small large actions that can help build a better future”, said João Victor Guedes dos Santos, Head of Marketing for Johnnie Walker for Paraguay, Uruguay and Brazil.
Alok’s phrase for the campaign
–
-5 causes and 15 institutions that deserve your donations
Part of Johnnie Walker’s sales on The Bar, Diageo’s e-commerce, will be aimed at Movimento Black Money, to encourage black entrepreneurship, in donations that will continue until the end of the year. The causes potentially covered by the campaign, however, are diverse, and through the platform of the partnership with Gooders you can choose to participate as a volunteer or donor. In exchange, participants earn Gooders Points, which can be exchanged for products from partner brands – so that we can continue to walk towards a better future for more and more people.
Djamila also brought his thoughts to the campaign
–
Enjoy with moderation. Do not share with anyone under 18 years old.
–
