Johnnie Walker The Journey will aim to drive recognition of the brand's Striding Man logo through a new out of home campaign.
The campaign, entitled #TheTravellingBillboard, conceptualized by What’s Your Problem, will see some of India's influential travel photographers create billboards with the logo in various locations like the abandoned Kuldhara village and the underwater terrain of Andamans.
The campaign will be amplified with the help of 150 social media influencers who, through a miniature version of #TheTravellingBillboard of their own, will capture their own unique experiences and journeys.
Abhishek Shahabadi, vice president and portfolio head: Premium & Luxury brands at Diageo India said: “This campaign celebrates this philosophy and is aimed at bringing to life the rich character of unchartered India through this exploration.”
Khushboo Benani, content and influencer marketing head at Diageo India said: "#TheTravellingBillboard is designed to be a collaboration of explorers and photographers (everyone with a phone camera qualifies) who can tell the story of these unchartered locations through the Johnnie Walker lens in their unique styles.
"Hence, we not just have some of country’s most loved photographers travelling with billboard, but also have mini versions of the billboard travelling to all aspiring shutterbugs making it also a digitally travelling campaign."
Ruchita Zambre, group creative director, WYP, & Tejas Mehta, strategy & business head said: "An OOH that roams the country in search for unique vistas. Thus, pushing the boundaries of what a billboard campaign can be like. Completely in line with the brand’s philosophy of pushing boundaries. And WYP’s philosophy of coming up with solutions that go across media and are truly integrated. A campaign of this kind required collaborating with various partners – for fabrication, media plan, digital amplification, photography, innovation etc."