Creativity

This Johnnie Walker Ad Features the Brand's First Female Protagonist

Ad From Brazil Encourages a Millennial Audience to Forge Their Own Path

By Alexandra Jardine. Published on Aug 10, 2017

Editor's Pick

A new campaign for Johnnie Walker in Brazil features the first-ever female main protagonist for the brand, as it aims to bring its "Keep Walking" platform to a younger millennial audience.

A TV ad by Crispin Porter & Bogusky Brasil fronts the campaign. It features a series of young characters, each traveling solo in glass-fronted train carriages across a bleak landscape. As the train progresses, we see the young woman imagining herself trapped in a metaphorical prison. She manages to derail her car, stepping confidently away to forge her own path to the tagline, "The next step is inside you."

Ian Ruschel of Iconoclast directed the film, which was made in Chile's Atacama desert: while the railroad is real, the train carriages were specially designed for the production and multiplied in post-production.

Research from the brand (which we've seen from others before) determined that millennials find it hard to make decisions about their future because they have more freedom of choice. According to Johnnie Walker, this paves the way for a new interpretation of progress, which may depend on young people's courage to make a choice and change the route.

In addition to the film, the campaign includes digital marketing, point of sale, events, responsible drinking activations and special packaging.

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About

Credits

Date
Aug 10, 2017
Agency:
Crispin, Porter + Bogusky Brasil
Chief Creative Officer:
André Kassu
Client:
Johnnie Walker (Brazil)
Chief Creative Officer:
Marcos Medeiros
Creative Direction:
Marcelo Rizério
Creative Team:
Luiz Paccillo
Creative Team:
Mihail Aleksandrov
Creative Team:
Nicholas Bergantin
Creative Team:
Pedro Galdi
RTVC Team:
Renata Sayão
RTVC Team:
Fabíola Camilo
Planning Team:
Caio Del Manto
Planning Team:
Gabriela Sanchez
Account Team:
Luciana Ceccato
Account Team:
Luiza Neves
Account Team:
Nanci Paiva
Media Team:
Tiago Santos
Media Team:
Renata Andrade
Media Team:
Camila Gazzano
Media Team:
Vinicius Moraes
Media Team:
Luiz Kuzuke
Project:
Denise Kotsubo
Project:
Luciane Nuvolara
Production Company:
Iconoclast
Direction:
Ian Ruschel
Assistant Director:
Gustavo Gusmão
Executive Producer:
Karina Amabile
Executive Producer:
Francesco Civita
Production Coordinator:
Gregory Bogossian
Production Coordinator:
Nathalie Gautier
Finishing Coordinator:
Tutu Mesquita
Account Service:
Claudia Rocha
Director of Photography:
Pierre de Kerchove
Art director:
Guilherme Marini
Assembly:
Fernanda Krumel
Finisher:
André Carvalho
Post Production:
Prodigo Films
Post Production:
Nash
Post Production:
Invisible Works
Audio Studio:
Satélite Áudio
Production Company's Service:
Fernanda Costa
Production Company's Service:
Tatiane Dias Ferreira
Conductor:
Equipe Satélite
Production:
Equipe Satélite
Client Approval:
Álvaro Garcia
Client Approval:
Elisson Dias
Client Approval:
Bruno Scaranello
Client Approval:
Mariana Rodrigues

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