Johnnie Walker - Errata at 88
Johnnie Walker, with AlmapBBDO, sought to refresh its 'Keep Walking' slogan by connecting it to real-world impact. The client aimed to inspire the general public by highlighting individuals who took significant, often overlooked, steps affecting culture, reinforcing the brand's commitment to progress and perseverance.
Creative Idea
Johnnie Walker corrected a 70-year historical oversight, giving an overlooked music legend her due.
Johnnie Walker corrected a 70-year historical oversight by publishing an 'Errata' and sponsoring bossa nova legend Alaíde Costa's debut at Carnegie Hall at 88, powerfully reinterpreting 'Keep Walking' by celebrating her lifelong journey and finally giving her due recognition.
Correcting a 60 Year Silence at Carnegie Hall
The Errata that Moved the Needle
The campaign delivered a staggering 747% increase in Google searches for Alaíde Costa and an 800% surge in her Spotify monthly listeners. Beyond digital metrics, the initiative fundamentally altered her career trajectory, resulting in a 500% increase in performance invitations. For Johnnie Walker, the project successfully revitalized the Keep Walking platform for its 25th anniversary, proving that brand purpose can drive cultural relevance through tangible action rather than just messaging.
A Two Page Correction in Print
The production began with a meticulously designed two-page spread in Folha de S. Paulo, Brazil’s largest newspaper. This was not a standard advertisement but a formal erratum designed to correct the historical record of Bossa Nova. This print piece served as the catalyst for the live activation, where the brand financed Costa’s travel and performance at the Bossa Nova: The Greatest Night concert on October 8, 2023.
Three Minutes of Unplanned Silence
At age 88, Costa finally stepped onto the stage she was denied in 1962. The emotional peak of the campaign occurred when she received a standing ovation lasting over three minutes. This was entirely unplanned, forcing the concert program to pause as the audience refused to stop cheering. Madeline Nelson, Cannes Jury President, noted that the brand succeeded by "wrapping its arm around this injustice" and taking the necessary time to build an authentic story of restitution.
The Creative Force Behind the Lens
The project was led by AlmapBBDO CCOs Luiz Sanches and Pernil, with film production handled by The Youth and sound by Cabaret Studio. Directors Rodrigo Resende and Diego Villas Bôas captured the journey, ensuring the focus remained on Costa’s legacy alongside contemporary icons like Seu Jorge and Carlinhos Brown.
Creative Strategy Deconstructed
Company
Johnnie Walker had a long-standing brand slogan, 'Keep Walking,' embodying persistence, making it credible to champion a story of a lifelong journey.
Category
The spirits category often focuses on celebration or status, but this campaign shifted to a deeper narrative of cultural contribution and historical correction.
Customer
The audience wanted to see justice served and be inspired by stories of perseverance and recognition, especially for unsung heroes.
Culture
There's a growing cultural appreciation for correcting historical narratives and celebrating overlooked figures, particularly in arts and culture.
Company
Johnnie Walker had a long-standing brand slogan, 'Keep Walking,' embodying persistence, making it credible to champion a story of a lifelong journey.
Category
The spirits category often focuses on celebration or status, but this campaign shifted to a deeper narrative of cultural contribution and historical correction.
Strategy:
Reclaim the brand's core message by championing overlooked figures and correcting historical oversights.
Customer
The audience wanted to see justice served and be inspired by stories of perseverance and recognition, especially for unsung heroes.
Culture
There's a growing cultural appreciation for correcting historical narratives and celebrating overlooked figures, particularly in arts and culture.
Strategy:
Reclaim the brand's core message by championing overlooked figures and correcting historical oversights.
Strategy Technique
Attack a Cultural Blind Spot
The campaign identified and corrected a significant historical omission - Alaíde Costa's absence from a pivotal 1962 concert. By addressing this overlooked injustice, Johnnie Walker positioned itself as a champion of cultural recognition.
Explore Technique
Creative Technique
Spotlight the Overlooked
The campaign specifically highlighted Alaíde Costa, a bossa nova pioneer whose contributions were historically unacknowledged in a pivotal 1962 concert. It corrected a 70-year oversight, giving her long-overdue recognition on a global stage.
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