Johnnie Walker: advert-body-1 by CP+B
- Location:
CP+B Brazil’s new campaign for Johnnie Walker adapts the brand’s 'Keep Walking' platform for a younger generation, introducing the new platform in a 60-second TV spot, and carrying it through everything the brand does in Brazil.
No longer confined to the formula of success from previous generations – college, job, start a family – millennials now have countless opportunities, but also anxiety about which opportunity to pursue. The new brand platform, “The next step is inside you" is meant to inspire consumers to listen to their instincts and gather the courage to follow their own truth.
The spot – filmed in Atacama, Chile – shows solitary young adults, each one individually trapped inside a railway car and following a straight path. The spot then features a woman – the first female main character in a campaign for the brand – demonstrating how uncomfortable she is with her current situation. She ends the spot with a confident walk, under the inspiration: “The next step is inside you.”
Credits
Title: Trilho (Railroad)
Agency: CP+B Brazil
Client: Diageo
Product: Johnnie Walker
CCO: André Kassu and Marcos Medeiros
Creative Direction: Marcelo Rizério
Creative Team: Luiz Paccillo, Mihail Aleksandrov, Nicholas Bergantin and Pedro Galdi
RTVC Team: Renata Sayão and Fabíola Camilo
Planning Team: Caio Del Manto and Gabriela Sanchez
Account Team: Luciana Ceccato, Luiza Neves and Nanci Paiva
Media Team: Tiago Santos, Renata Andrade, Camila Gazzano, Vinicius Moraes and Luiz Kuzuke
Projects: Denise Kotsubo and Luciane Nuvolara
Production Company: Iconoclast
Direction: Ian Ruschel
Assistant Director: Gustavo Gusmão
Executive Producer: Karina Amabile and Francesco Civita
Production Coordinator: Gregory Bogossian and Nathalie Gautier
Finishing Coordinator: Tutu Mesquita
Account Service for Finishing: Claudia Rocha
Director of Photography: Pierre de Kerchove
Art Director: Guilherme Marini
Assembly: Fernanda Krumel
Finisher: André Carvalho
Post-Production: Prodigo Films / Nash / Invisible Works
Audio Studio: Satélite Áudio
Production Company’s Service: Fernanda Costa and Tatiane Dias Ferreira
Conductor: Equipe Satélite
Production: Equipe Satélite
Clients: Álvaro Garcia, Elisson Dias, Bruno Scaranello and Mariana Rodrigues
