CAMPAIGN MEDIA AWARDS 2001: The Hallmark Channel Award - Best Use Of Television and/or Cinema

Inspiring Personal Progress.

Starcom Motive wanted to enhance Johnnie Walker's two-year-old "Keep

walking" advertising campaign to reinstate the brand's global

credentials.



Instead of continuing the ad campaign or launching a new one, Starcom

Motive opted to extend the "Keep walking" concept into editorial on

global TV platforms.



The whisky brand linked up with CNN and Discovery, both channels that

were renowned for programming about entrepreneurial spirit and human

endeavour.



Starcom launched a programming concept entitled "Ordinary people,

extraordinary lives", which comprised a series of 42 one-minute

"vignettes" featuring humanitarian, adventure-based stories.



The campaign has been extended and refreshed with new vignettes and will

now run into 2003. The TV work is also backed by a website -

www.keepwalking.tv.



WINNER

Title: Inspiring Personal Progress

Media Agency: Starcom Motive

Media Director: James Greet

Client: Guinness United Distillers & Vintners

Brand/Product: Johnnie Walker

Marketing Director: Peter Dee

Head of Strategic Development: Tracy Darwen



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