New Johnnie Walker campaign commemorates South African achievements and progress
The ‘Keep Walking’ campaign is a push to move forward with optimism and celebrate every milestone reflective of real, inspiring stories.
South Africa is filled with many powerful stories of ordinary and extraordinary people who create change for themselves and their communities. Johnnie Walker, a scotch whiskey brand proudly announced its new brand campaign commemorating South African achievement and progress.
The world-famous adjure to ‘Keep Walking’ is particularly meaningful in a South African context. Consumers no longer want to be dictated to and are looking for brands to partner with them in how they are represented and tell their stories in an authentic way. The ‘Keep Walking’ campaign is a push to move forward with optimism and celebrate every milestone reflective of real, inspiring stories.
“Johnnie Walker as a brand exists to inspire personal progress and this campaign has tested our ability to really connect with our local audience under this mission” Zumi Njongwe.
For the love of whisky.
Marketing & Innovation Director at Diageo said that, the brand has brought together the likes of South Africa’s most famous media export Trevor Noah, the country’s first black female pilot Refilwe Ledwaba, actress and businesswoman Enhle Mbali Maphumulo and Olympic swimmer Chad le Clos as part of the faces of this campaign.
“When Journey Walker called and said they’d love to work with me, I said what? I am running, not walking to you and it happened, I love the collaboration, the names they had on board shocked me, that they actually thought of me. The fact that they thought of me fills me up with joy,” said Enhle.
“The 30s for me where something I have learned, so much not only about the people around me, but myself as well, I have learned that it is okay stern and strong, I am generally a nice and polite person and for that people will walk over you and my #WalkingJourney right now is towards fighting for my dreams, walking towards them and getting them done and nothing polite about it, “she added.
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“My fashion line, which is an extension of myself, will be launched at the end of the year and I believe my brand is so hot and I think it’s going to be something everyone loves. It is a piece of me in every outfit,” Enhle said.
“My advice to other women especially young ones is that they should start building their personalities, build your spirit, build yourself to a point where no one can break you, I think often, a lot of us are broken. Do not fall in love until you have fallen in love with yourself, Keep Walking towards the right direction,” she concluded.
Other recognizable faces featured in the campaign include fashion designer Thebe Magugu, artist Nelson Makamo, businessman Ze Nxumalo, cinematographer Motheo Moeng, and leading female trombone player Siya Makuzeni.
Since the inception of the campaign and the shooting of the TVC, these individuals have taken even bigger strides in their respective industries and are really shining.
Njongwe believes that the brand is succeeding in its quest to dispel the stereotypes that exist around whiskey lovers and the ‘old boys club’.
“Beyond the number of powerful and accomplished women featured in the campaign, we enlisted one of the country’s leading directors, Dani Hynes from Egg Films to help us connect with a broader, previously untapped audience,” says Njongwe.
The result is a campaign that pays homage to move forward together, led by a global champion of ambition and perseverance in the form of Trevor Noah.
The campaign is an important addition to the South African progress narrative.
‘’We chose to shine the spotlight on prominent South African achievers who have contributed to a nation’s growth through times of transition and uncertainty,’ she explains. ‘Every South African – whether they are in the public eye or not – has a role to play and a story to share. By honouring our heroes, and remembering how far we’ve come, we hope to inspire South Africans to always “Keep Walking” Njongwe concludes.
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