Johnnie Walker campaign celebrates social bonding power of whisky

Diageo has launched a new marketing campaign for Johnnie Walker whisky, which likens the drink to a social glue helping to bring people together.

Devised in partnership with 72&Sunny Amsterdam, Keep Walking focuses on the marriage between great whiskies and social occasions, mixed in with dramatic landscape photography from the Highland, Island, Speyside and Lowland regions of Scotland.

These are personalised through the depiction of a number of everyday moments drawn from around the world in which people are shown enjoying whisky in the company of others.

John Williams, Johnnie Walker's global brand director, said: “For the best part of 200 years we’ve sought out the best whiskies from all over Scotland for people to enjoy when they get together with those who matter to them.

"That’s what really excites me about this campaign, it’s a chance to put a spotlight on the fact that we bring together exceptional tasting Scotch Whiskies from every nook and cranny of the country and spend our time crafting them so that people can enjoy amazing flavours when they get together with their friends and family.”

Adam Koppel, creative director, 72andSunny Amsterdam, added: “Johnnie Walker is one of those iconic brands you dream of working on. It was important to us that we were, first and foremost, able to show why Johnnie Walker whiskies are as good as they are and why they’ve stood the test of time.

“But more than that, we also wanted to show, really simply, how the journeys we take in life are at their best when they’re shared with people who matter to us. We saw that as modern lives get busier and more complex, people craved the moments where they could come together with close friends - and in this campaign that came to life with friendships reflecting the depth, character, substance and uniqueness of Johnnie Walker.”

Starring actor Thoren Ferguson the advert seeks to communicate that life isn’t about the destination but the journey.

Diageo is currently investing £150m on a series of nationwide 'distillery experiences'.

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