CAMPAIGN MEDIA AWARDS 2001: Best International Campaign

Inspiring Personal Progress

Johnnie Walker, through its agency Starcom Motive, had to re-position

itself in some of its biggest markets where it was losing relevance.

Through creating bespoke content for the global networks Discovery and

CNN, the Johnnie Walker brand was associated with humanitarian,

adventure-based stories.

Minute-long vignettes, entitled "life journeys", appeared on both

channels every night with exclusive content tailored to different

editorial styles.

The campaign reached 210 countries, was transmitted in 12 different

languages and reached more than 150 million households.

Stephen Morley, the global brand director at Johnnie Walker, said: "I am

delighted with the support we have received from the team at Starcom

Motive. The programmes are outstanding and I am very proud that the

Johnnie Walker brand is associated with work of such depth and



Title: Inspiring Personal Progress

Media Agency: Starcom Motive

Media Director: James Greet

Head Of Strategic Development: Tracy Darwen

Client: Guinness United Distiller & Vintners

Brand/Product: Johnnie Walker

Marketing Director: Peter Dee

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