KEEP WALKING AMERICA

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1 KEEP WALKING AMERICA

2 JOHNNIE WALKER KEEP WALKING AMERICA Jay Chiat Awards 2017 National Strategy

3 SUMMARY Around the world, Johnnie Walker is famous through its iconic Keep Walking campaigns, celebrating personal progress. Yet in America, there was a desire to relaunch Keep Walking for a new generation. Strategy rooted in cultural relevance helped make a brand more meaningful for all Americans, but also specifically to those who needed a message of positivity the most Latinos. Identifying the US Presidential Election as a relevant cultural moment allowed the brand to participate in an important conversation. This is a story about how one true, honest, message of hope directed at the people who needed to hear it the most was ultimately able to move an entire nation.

4 OUR BRIEF RELAUNCH KEEP WALKING IN AMERICA Across the world, the Johnnie Walker brand is famous for its range of blended distillations, its distinctive diagonal label and its iconic Striding Man logo. It is also famous for Keep Walking, a line that is more than a tag to advertising. It is a rallying cry to everyone on their journey and the backbone of the brand s purpose to inspire Personal Progress. But in 2016, there was a real desire to relaunch Keep Walking in America. The Scotch category had lost momentum to North American whiskies. So, our brief was: To reinvigorate Johnnie Walker and give Keep Walking the cultural fame it enjoys elsewhere in the world by making the brand a beacon of hope to keep moving forwards.

5 THE STRATEGIC CHALLENGE A SHORT RECAP OF RECENT HISTORY In mid 2016, the debate about what constitutes progress in America had reached fever pitch as a fundamental issue in the most hotly-contested, controversial Presidential race in the history of the United States. Questions about nationality, ethnicity, and socio-economics were central to the fiery public discourse. Some celebrated diversity in America as an asset, and engine for progress. Others felt it had begun to slow us down. Latent racism and discrimination had become alarmingly overt, and increasingly commonplace across much of the country, and in the media.

6 THE STRATEGIC CHALLENGE DELIVERING A MESSAGE OF HOPE If we wanted to establish Johnnie Walker as a purpose-driven brand in America, as it was elsewhere, then it was beholden upon us to offer a hopeful vision of progress when it was most needed. And the 2016 Presidential Election was clearly one such moment.

7 THE STRATEGIC CHALLENGE STANDING PROUDLY BY THE FEW TO REACH THE MANY We were prepared to make a bold statement on progress, but wanted it to be as universally hopeful and appealing as possible. How do you speak with relevance to the shared values of an entire nation? Our Strategy was to find the universal in the specific. We identified one group whose passion for the concept is especially strong, and whose journey is prominently shaping the future face of America: Latinos. The cultural conversation of 2016 made it clear that the progress of Latinos in America was something to champion and celebrate. We wanted to tell Latinos and all Americans that Johnnie Walker stands for progress and is a beacon of inspiration on their journey.

8 OUR CREATIVE BRIEF A Rallying Cry To Those Shaping The Future Face Of America Our briefing was all about hope. Strategy specifically briefed for an idea that would paint a vision of what a unified America would look like. For inspiration, we showed creative teams Ricardo Seco s Huichol-inspired beaded re-appropriation of New Balance Sneakers and Fabian Ciraolo s portraits of Frida Kahlo as a bad-ass American hipster.

9 OUR CREATIVE BRIEF This Land Is Your Land Our idea was to offer a brave new take on the song This Land Is Your Land. We proudly recorded one of the verses of the song in Spanish and aired the bilingual spot on national TV.

10 Betting the House on Election Night Having aligned on our strategy and creative, our thoughts turned to media, and maximizing our impact. Strategy aligned on waiting until election Night to debut our first Keep Walking America film.

11 The following morning, as America awoke to face the day and assume a new outlook for their future, we ran a simple full-page ad in the New York Times. Restating our progressive message, it encouraged America to Keep Walking. KEEP WALKING AMERICA PLEASE DRINK RESPONSIBLY. IMPORTED BY DIAGEO, NORWALK, CT.

12 We generated local relevance through bespoke OOH placements across key U.S. markets.

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14 We followed these efforts with a content series hosted by actor Wilmer Valderrama. Giving voice to a young generation of Latinos, the series featured interviews along the U.S.- Mexico border that captured the stories of people who make America what it is today.

15 Next, we partnered with L.A. band Chicano Batman to create a Latin fusion cover of This Land Is Your Land. The music video debuted on national TV during the Grammys, and the song was released on Spotify.

16 The Media Results The decision to bet the house on election night paid off in droves: Election night units outperformed our projection, a massive +350% over-delivery vs. what was planned Search volume increased +40% on Brand exact terms as compared to prior month. Keep Walking was searched 15x more after the ads aired Social media over-delivered by +50%. There were 2500 comments on social media in one night with 83% positive sentiment. Snapchat Filter garnered 11.4M swipes, +2.4M above estimate.

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18 CONCLUSION As a result, in the first few months of the campaign, Keep Walking America has had an immediate impact on the business, across a range of metrics. Johnnie Walker proved that there is power in a purpose-led brand offering a genuine and inspiring vision of hope for the future.

19 THANK YOU