Inspiring Personal Progress.
Starcom Motive wanted to enhance Johnnie Walker's two-year-old "Keep
walking" advertising campaign to reinstate the brand's global
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
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 -
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