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.
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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