Diageo Australia has made a significant investment in Johnnie Walker, launching its biggest national brand campaign in a decade. The $15 million campaign, The Next Step, is a new take on Johnnie Walker’s famous Keep Walking brand positioning, which was created by Bartle Bogle Hegarty in 1999, and linked the brand to progressing through life.
It’s not the first time in recent years that Keep Walking was been redirected. In 2015, the global campaign line was changed to Joy Will Take You Further. Keep Walking, and while Johnnie Walker had stood for working hard and persevering to get ahead, it began to stand for the idea that joy was the key to progress.
Diageo’s research unearthed a new idea about progress. It found that taking the next step on the path to personal progress and achievement is the key factor for Australians, rather than the last.
Adam Ballesty, marketing and innovation director, Diageo Australia, explained, “Johnnie Walker campaigns have always celebrated stories of personal achievement. Keep Walking has long been its rallying cry encouraging people to confidently walk their own path.
“What we wanted to unlock with this campaign is what Keep Walking means for Australians in 2018. Our brand research showed us that the way Australians define progress is changing. There’s no one true definition, everyone’s journey of progress and achievement is different and deeply personal. With The Next Step we’re representing progress in a way that feels more accessible, while staying true to our brand legacy.”
The new campaign will run over the next 18 months across TV, out of home, and digital media in Australian, led by a 45 second TVC.
The TVC by Leo Burnett Sydney is the story of a university student who decides to take a small but important step to focus on his true passion, his art. It was directed by Erik Van Wyk, filmed entirely in Sydney and features a new track by American indie rock band, The Decemberists.
Vince Lagana, executive creative director, Leo Burnett Sydney, commented, “Modern day progression in Australia has changed. We’re so used to seeing progress displayed through the eyes of a celebrity or athlete, but with The Next Step we wanted to reposition Keep Walking in a way that is more relatable and personal to our audience. With that, we have also looked at refreshing the brand with a campaign that delivers a contemporary new look and feel.”
Credits:
Agency: Leo Burnett Sydney
Executive Creative Directors: Vince Lagana & Grant McAloon
Creative Directors: Malcolm Caldwell & Ian Broekhuizen
Creatives: Brad Grey, Damon Porter, Chris Crawford
Senior Broadcast Producer: Rachel Devine
Group Business Director: James Walker-Smith
Business Director: Jessica Rix
Business Manager: Trishika Ramrakha
Planning Director: Graham Alvarez
Strategy Director: Mitchell Incoll
Content Director: Natalie Smith
Social Executive: James Healey
OOH Integrated Producer: Justine Dooner
Production Company: Jungle Entertainment
Director: Erik Van Wyk
Senior Producer: Sarah Nichols
Executive Producer: Nick Simkins
Audio: Nylon Studios Sydney
Post production: ARC Edit
Offline: Simon Price:
Online: David Edwards:
Spark:
General Manager: Lauren Small
Investment & Partnerships Director: Craig Cooper
Connections Account Director Fiona Clark
Digital Director: James Drewe
Investment & Partnerships Manager: Steph O’Donnell
Account Director: Jessica Brandalise
Account Manager: Fiona Hedge
Client: Diageo
Adam Ballesty, Marketing & Innovation Director: Adam Ballesty
Marketing Manager Scotch & International Brands: Jonathan Morgan
Senior Brand Manager: Melissa Maidment
Digital and Planning Manager: Thomas Grace
