Johnnie Walker: Keep Walking - Railroad by CP+B

Agency: CP+B
Date: Aug 2017
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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

Overall Rating
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U Arena, Paris by CBA

Added 18 October 2017
Agency: CBA
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