After being present in China for many years, Johnnie Walker’s brand philosophy “Keep Walking” has been embedded into the minds of consumers.
However, keeping in line with the brand’s progressive spirit, Johnnie Walker created a refreshing campaign built around the simple yet powerful insight that words can inspire a generation.
In collaboration with renown director Jia Zhangke, Johnnie Walker and BBH Shanghai created China’s first advertorial documentary films that brought vastly diverse stories of inspiration to Chinese audiences.
The documentary series “Words of a Journey” (Yulu) featured 12 different life stories of people from all different walks of life and pursuits. But as different as their backgrounds may be, they all shared words of wisdom and fortitude in hopes of inspiring a generation. The intent was that “Keep Walking” would no longer be just a brand slogan, but instead become a life motto that could ignite a generation to achieve their dreams.
Through a creative seeding of key Internet platforms, the 12 short films received more than 800 million views. Speaking about the film, Director Jia Zhangke said: “This is not an ad. It is a cultural event that makes the band different and provides clear vision for a generation.”