Johnnie Walker ignites, “No Labels Challenge” with the “Keep Walking” campaign


Marie nnah

For more than two centuries, Johnnie Walker, the world number one in Scotch whiskey, has embodied the spirit of progress, optimism and possibility. In line with his global campaign, he launched a powerful pan-African campaign called “Keep Walking”.

The ad features: African giant, Burna Boy; Entertainment mogul, Bose Ogulu aka Mama Burna (Nigeria), a collective of four contemporary artists – Urban Pitchaz (Kenya), the youngest DJ on the scene – DJ Turkana (Uganda), and Nigeria’s premier skating community, Waffles and Cream.

The Keep Walking campaign was born out of the idea that there is a growing trend of “Afro-optimism” among young people in Africa, driven by a “strong sense” of individual responsibility, entrepreneurship and empowerment. confidence in an African identity. This contrasts with traditional expectations and stereotypes about how Africans are supposed to present themselves at work and at play and is now more evident than ever in how an entire generation of Africans come together with freedom and freedom. daring to shape the future, to live out their own truth – Unboxed, Un-labeled, creating new spaces and tribes, and building an exciting new Africa full of possibilities.

Leading the Pan-African Campaign, a video features an energetic and vibrant ‘hymn’ that reflects the trials of being a maverick and forward-thinking, while attacking negative labels and portraying the stubbornness of youth Nigerian average. Johnnie Walker, in this ad, highlights the resilience of young people to challenge labels and embrace Afro-optimism, while calling on them to move on and keep walking. With this reimagined Keep Walking campaign, the brand will inspire people to take bold steps by internalizing the energy, words and thoughts of cultural icons and pioneers who share the same spirit.

Marketing Director, International Premium Spirits, Guinness Nigeria Ifeoma Agu, said: “We are truly delighted to unleash the brand character and the magnetic personality of Johnnie Walker so that he jumps off the screen and into the world. culture. With this campaign, Johnnie Walker will be the immediate collaborator of unbridled self-expression, refusal to recognize labels and a fierce desire to push boundaries in accordance with the brand’s raison d’être. Reflecting on what our world has been through in recent years, our mantra – Keep Walking – remains relevant more than ever, as Johnnie Walker is said to be at the forefront of fueling the Nigerian creative economy and celebrating the Nigerian creatives who embody the long-standing brand. mantra standing.

As a follow-up to the campaign, the brand also showcased the achievements of some African creatives in a documentary titled “The Ones Who Keep Walking”, a film about the bold steps taken by border pushers who refuse to stand still, shaping the ‘Africa under new conditions. . It features Nigerians like CKay, Yeni Kuti, Stephen Tayo, Waffles and Cream, Bose Ogulu and Amarachi Nwosu.

To further commemorate the holiday season, Nigerians will have the opportunity to adopt Johnnie Walker’s bespoke mega-gifts platform in major supermarkets and chains, to celebrate and gift those who inspired them to keep walking. .


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