A new campaign for Johnnie Walker in Brazil features the first-ever female main protagonist for the brand, as it aims to bring its "Keep Walking" platform to a younger millennial audience.
A TV ad by Crispin Porter & Bogusky Brasil fronts the campaign. It features a series of young characters, each traveling solo in glass-fronted train carriages across a bleak landscape. As the train progresses, we see the young woman imagining herself trapped in a metaphorical prison. She manages to derail her car, stepping confidently away to forge her own path to the tagline, "The next step is inside you."
Ian Ruschel of Iconoclast directed the film, which was made in Chile's Atacama desert: while the railroad is real, the train carriages were specially designed for the production and multiplied in post-production.
Research from the brand (which we've seen from others before) determined that millennials find it hard to make decisions about their future because they have more freedom of choice. According to Johnnie Walker, this paves the way for a new interpretation of progress, which may depend on young people's courage to make a choice and change the route.
In addition to the film, the campaign includes digital marketing, point of sale, events, responsible drinking activations and special packaging.