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The campaign centres on the simple statement ‘See you tomorrow’, a phrase that both belittles the doom-mongering about 21st December and galvanizes people around the Keep Walking spirit.

In the days leading up to 21st, anyone who entered the Johnnie Walker Weibo site saw an invitation to participate in the ‘See you tomorrow’ movement by simply uploading a video of themselves speaking these words. Combining UGC from consumers and filmed content of brand fans, the final edit was aired on Johnnie Walker’s Weibo site on the day itself.

The assets were anchored on an impactful illustration that derides end of the world scenarios in a witty, cartoonish way, including phenomena as diverse as giant lizards to alien invasions.

The campaign calls on all of us to retain a sense of humour and perspective as we continue on our journey of progress in the world.