As a part of the relaunch of 'Keep Walking', Johnnie Walker wanted to create campaigns around a global collective of individuals who are living examples of this philosophy. We were tasked to find a cultural insight for each market, with a specific nightlife/spaces focus and a celebrity partnership to create the campaigns around.
The films for the Pan-African and South Korean campaigns are below, kicking off the 'Walkers' program in those regions.
Johnnie Walker Pan Africa
To celebrate Nigerian youths and creatives across Africa, we partnered with the African Giant himself, Burna Boy, his almost-as-famous mom, Mama Burna and other convention-defying, non-conformist culture shapers. Young Africans are invited to celebrate collective progress by using the Walkers as symbolic of those who've kept walking, despite negative labels assigned to the group or community they represent.
In the film, individuals and groups of African influencers respond to their negative labels with a positive interpretation of what they really stand for.
Johnnie Walker South Korea
Johnnie Walker partnered with Korean pop star CL as part of the launch of the brand’s 'Keep walking' campaign in South Korea and other key Asian markets. CL’s personal story of overcoming prejudice to become a global sensation and the first Korean solo female artist to break into the Billboard Top 100 list is explored in the campaign video where CL channels the iconic Johnnie Walker bold step and goes for a walk through a series of parties.
From shamanistic rituals to K-pop, South Korea has a long history of using dance as a way of socialising. To share the feeling of connection and collective progress through dance, Johnnie Walker celebrates the origin of dance and how it has always brought life to social spaces, driving collective progress.
In the film, CL channels the iconic Johnnie Walker bold step and goes for a walk through a series of parties. Each party represents a different part of Korea’s diverse cultural scenes and iconic dance styles.
“I’ve always hoped that by forging new paths, breaking down cultural barriers and challenging stereotypes, I could inspire others to never feel constrained by their background or the status quo they see in the world around them,” CL said in a release.
