CLIENT
Diageo
Richard Nichols, SVP Group Product Dir.
Diane Litvak, Senior Brand Manager
Manny Gonzalez, Sr. Brand Manager
AGENCY
Tom Cashin, Account Manager
Ellen Dussaq, Assistant Account Manager
Matt Hermann, Account Planner
Erin Riley, Account Dir.
William Gelner, Group Creative Dir.
Kirsten Flanik, Group Account Dir.
MediaCom
SUMMARY
The Johnnie Walker "Keep Walking" campaign was created to catapult the Johnnie Walker brand out of the cliches of scotch category with its corresponding volume decline, and into the broader realm of cultural relevance. By engaging the target consumer in a dialogue about the true meaning of personal progress, Johnnie Walker was able to connect with the lifestyle and mindset of young men in transition. The "Keep Walking" campaign dramatically exceeded expectations by grabbing the target's attention and driving double digit gains in awareness of the Striding Man, while simultaneously significantly increasing the brand's association with the intended key brand benefit, personal progress.
