Johnnie Walker is back with a new evolution of its long-running "Keep Walking" campaign, which includes a new TV ad, global out-of-home featuring inspirational quotes and forthcoming content work with influencers.
The Diageo brand's 2021 campaign includes a new TV spot, created by Anomaly and directed by British fashion photographer Glen Luchford, which mashes up various different songs about walking and moving forward; "Walk This Way" by Run DMC and Aerosmith, Lou Reed's "Walk on the Wild Side" and Loretta Lynn's version of "These Boots are Made for Walking" among them.
The campaign also includes billboards running globally that are emblazoned with inspirational quotes about walking and moving forward. They come from a diverse selection of authors, including Grace Jones, Mark Twain and Ayrton Senna, and will be running in high-profile sites in cities including New York, Bangkok, Mexico City, Cape Town and Tokyo.
While the TV campaign and billboards will run globally, the campaign will also include more localized elements, created with influencers in more than 20 countries around the world. They will include DJ Alok in Brazil, CL in Korea and Alfonso Herrera in Mexico.
While it's not the first time the brand has worked with influencers, "it's the first time we have had a unified approach to how we work with talent all over the world," said Johnnie Walker Global Brand Director Julie Bramham.
"We’ve added a culture-led leg to the campaign," added Bramham. "We’re focusing there on how we bring 'Keep Walking' to life in the local context, thinking about social regeneration and the role that the brand can play in walking the walk locally. It will feel global and local at the same time."
Bramham said the influencer work continues the effort begun by parent company Diageo in last year's "Raising the Bar' campaign by the brand, which saw it donate $100 million toward keeping bars and clubs afloat during the pandemic. "We have been asking, who are the people who have this sense of progress, and how do they bring to life the 'keep moving' concept?"