Creativity

Johnnie Walker's 'Striding Man' takes a 110-year animated walk through history

Campaign also includes collectible packaging and a Spotify tie-up

By Alexandra Jardine. Published on May 21, 2018

Editor's Pick

Johnnie Walker celebrates its 110th anniversary this year, and to celebrate, its Brazilian agency CP&B has taken its iconic "Striding Man" emblem on a walk through its history.

The campaign includes five collectible packaging designs created by the agency, featuring illustrations inspired by different moments in its history.1908, the year the icon was created, is inspired by art nouveau; 1929, the first time the symbol was redesigned, is a reference to oil painting; 1970, the year that the logo became a pop culture icon, alludes to silk-screen printing; 1996, when Johnnie Walker added Green, Gold and Blue Labels, recalls CRT TV sets and VHS; and finally, 2018, the year of the 110th anniversary, has a minimalist design.

The five different looks are brought to life in an animation, seen here, produced by Vetor Zero, that pays tribute to the different decades in its design. The packaging will be available thorughout Brazil.

The campaign also includes a 10-meter digital screen at Sao Paulo airport with a motion sensor that allows the Striding Man from different decades to walk alongside people passing in front of the panel. There will also be a partnership with Spotify, where people will get to choose from the five versions of the Striding Man and enjoy a playlist curated to represent that year.

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Credits

Date
May 21, 2018
Client:
Johnnie Walker
Agency:
CP&B Sao Paulo

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