Johnnie Walker dubs global influencers 'The Walkers' in experiential drive

Campaign from Virtue centers on local initiatives supporting bars and venues

Published On
Dec 20, 2021

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Johnnie Walker is linking up with local influencers and cultural "changemakers" all over the world and dubbing them "The Walkers," in the latest extension of its "Keep Walking" campaign for 2021.

The experiential drive, created via Vice's creative arm Virtue, includes "locally relevant" initiatives which aim to bring communities together to support local venues and bars. For example, in Korea, K-pop icon CL has launched a series of events in iconic venues; in Thailand, singer and actress Violette Wautier is leading a push to revitalise local street culture; in India, a series of over 250 live events will include performances from  Divine, Ritviz and Lisha Mishra; in Colombia, hip hop group ChocQuibTown and other local artists launched a series of local events, and in Greece, singer Konstantinos Argiros will appear in TV ads encouraging people to enjoy live music together again.


South Korea.





In 2022, the program will continue with nightclub events in Seoul, block parties and festivals in Mexico and the transformation of parking lots to pet-friendly "barklets" in Brazil.

“Johnnie Walker has always been defiantly optimistic and a beacon of progress – that’s what Keep Walking is all about," said Julie Bramham, Johnnie Walker global brand director, in a statement. "For our latest chapter, we wanted to explore how we could support our partner communities across the world as people start socialising again.  The Walkers program is a meaningful way to work with locally loved and valued voices to help reinvigorate social spaces like bars, clubs, and venues to help get local culture back on its feet and moving again.”