Walk Beyond: Johnnie Walker reboots its iconic tagline to engage with Southeast Asia
Johnnie Walker is celebrating Southeast Asia’s street culture with ‘Walk Beyond’ a series of creative collaborations, activations and content.
The ‘Walk Beyond’ brand platform aims to showcase "the progressive blend of creative cultures born from the streets of Southeast Asia" by collaborating with cultural icons and up-and-coming trailblazers.
The campaign incorporates a content series, which will bring together collaborators from different communities to create new genres and champion new narratives to enrich street culture across Southeast Asia.
The series will include curated events in major cities, such as; HipHop meets Drag in Singapore, Pop meets Roller Skating in the Philippines, and Rap meets Stand Up in Vietnam. In addition to filmed content, consumers can also attend events and activations in Singapore, Philippines and Vietnam.
The aim of the campaign, which was created by Virtue APAC, is to build on Johnnie Walker’s iconic ‘Keep Walking’ brand philosophy and enhance its relevance for a new generation of changemakers in Asia.
Lyndon Govender, marketing director for Diageo Southeast Asia, said, “The Johnnie Walker philosophy, ‘Keep Walking’ stands for positivity, progress and resilience. The ‘Walk Beyond’ collabs are a tangible demonstration of that sentiment; a simple, yet powerful idea that brings together different changemakers to champion collective progress, uniting these authentic voices to empower a new generation.”
Advertisement
The collaborations feature three local ‘Walkers’, Yung Raja, a Singaporean avant-garde bilingual hip-hop artist; James Reid, an actor turned musician, artist, manager and entrepreneur credited with overhauling Original Pilipino Music (OPM); and 16Typh, a Vietnamese rapper and songwriter putting Vietnamese rap on the global map.
Chris Gurney, group creative director at Virtue APAC, says, “‘Walk Beyond’ empowers and celebrates the voices of an emerging generation of multi-hyphenate artists who are transforming the region's streets into a dynamic and diverse cultural melting pot. The collaboration between established icons and up-and-coming trailblazers creates a new narrative for self-expression, authenticity and progress that we believe will inspire and shape the future of street culture in Southeast Asia."
Advertisement
The ‘Walk Beyond’ content series will feature on VICE Media, which also managed talent, the collaborative output and production for the campaign.