Johnnie Walker has always had a masculine profile. Whisky has always had a masculine profile. Because whisky has been seen as “too strong for women”. AlmapBBDO is bringing the brand up to date (and broadening its target market) with a bold response to those who would question the strength of women.
Forte São Elas (Strong are the Women), celebrates women’s resilience and strength with a toast to the efforts and achievements women have made in the face of all adversities. The campaign is led by a commercial, starring actress Alice Braga, that references one of the most iconic commercials in the brand’s history worldwide, The Man Who Walked Around The World, and also many sexist statements women face every day.
The commercial, produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, shows Alice walking as she describes how strength plays an essential role in the daily life of every woman.
In OOH and social, the campaign highlights the reactions of various women throughout the year who stood up against sexist statements and attitudes and promotes their voices. The goal is to remind everyone that, despite the efforts to undermine their progress, they remain strong and continue moving forward. The initiative inspired voices like Brazilian philosopher, writer, and activist, Djamila Ribeiro, to speak on the subject and moved a self-formed squad, including Astrid Fontenelle (journalist and TV hostess), Nina Silva (CEO of D’Black Bank and the Black Money Movement) and Isa Silva (founder and creative director of the Isaac Silva brand), to share, in a testimonial format, videos reflecting on what it means to be a strong woman in their own realities.
“This is an opportunity for Johnnie Walker to celebrate the journey of all women, showing that success can be both an individual and a collective journey,” stated Guilherme Martins, vice president of Diageo.
“The campaign recognises the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” added Andrea Rubim, head of marketing for Johnnie Walker.
Credits
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Fernando Duarte, Henrique Del Lama
Creatives: Bella Eger, Renata Carignani, Yasmin Oliveira
CSO: João Gabriel Fernandes
Strategy: David Gross, Erika Moulin de Souza Pires, Flávia Fernandes Antoniolli, Isabela Craveiro Crajoinas, Ana Cecilia Carvalho Rodrigues
Account Team: Renata Carvalho, Isabela Crestana Filippi, Patricia Nunes Penteado,
Cairo Lorenzo Ribas, Rafaella Mendes
Content: Marcela Ramos, Mariana Queiroz Silva
CDMO: Rafaela Alves
Media Team: Renata Caovilla, Amanda Siqueira, Nathalli Nascimento, Cauan Araujo, Luan Menon
Agency Producers: Diego Villas Bôas, Vera Jacinto, Marcia Granja
Client: Diageo (Johnnie Walker)
Client Team: PaulaLindenberg, Guilherme Martins, Eric Strauss, Andrea Rubim, Fabiane Henriques, Timea Orszagh, Gabriela Lisboa, Fernando Motta
Director: Lu Villaça
CCO: Carlão Busato
COO: Cris Chacon
Executive Director: Milena Trindade
Head of Production: Mafe Cicaroni
Head of Creative: Bruno Cerqueira
Heads of Post-Production: Carol Fernandes, Deinha Lopes
Line Producer: Karina Amabile
Video Editor: Leandro Ferreira
Finishing Editor: Marcos Camurati
Editor: Victor Cohen
Editor Assistant: Igor Luiz
Colour: Bleach
Post-Production: Diego Morone VFX
Director of Photography: Alex Vecchi
1st Assistant Director: Akassia Gonçalves
Director of Production: Gisela Mangeon
Producers: Dandara Cavalcante, Olivia Mangeon, João Paulo
Audio Production Company: Cabaret
Music producer: Letícia Medeiros
Composer: Guilherme Azem
Mixing: Gab Scatolin
Finishing: Letícia Medeiros
Content Production Company: Trine.cc
Executive Producer: Luciana Nascimento
Executive Production Assistant: Beatriz Motta
Video Direction and Shooting: Tauana Sofia
Camera Assistant: Desire Vasconcelos
Video Editor: Ica Martinez
Photography: Luiza Ferraz
Photography Assistants: Yasmin Dibb, Duda Viana
