McLaren Honda’s Jenson Button, Jude Law and Zhao Wei are among those epitomizing a way of thinking that challenges the conventional wisdom that success guarantees happiness and instead celebrates the fact that happiness actually helps people achieve more.
The positive outlook of these successful celebrities – people who seek a competitive edge – has led to them being featured in a new global campaign from Scotch whisky brand Johnnie Walker called “Joy Will Take You Further”. This campaign is an evolution of the brand’s famous “Keep Walking” campaign (signed by BBH) and represents a new perspective on personal progress. Based on new insights into how success is viewed by consumers today, it brings to life the concept that joy can be a catalyst to the progress they seek, and aims to generate a positive culture shift by promoting and encouraging the idea that finding joy in the journey is part of the recipe for success.
As a brand Johnnie Walker has always stood for progress – it’s been the story of our whisky since our founder John Walker started it all nearly 200 years ago. What two centuries of experience have taught us is that progress doesn’t have to be an endless uphill journey – we can enjoy the steps we take and the more happiness we find in them the more likely we are to achieve our goal. Evidence is confirming a conviction that sits at the heart of our brand: ‘Joy Will Take You Further’.
Global Brand Director Johnnie Walker
The launch of ‘Keep Walking’ marked a fundamental shift in the way scotch was marketed and kick started a decade of transformational growth for both Johnnie Walker and the category as a whole.
I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy. At Diageo, we believe in building brands with purpose – meaning that goes beyond product benefits – and this is a great example of an incredibly strong idea that is brought to life with outstanding creative.
Chief Marketing Officer Diageo (owner of Johnnie Walker)
Developed in partnership with the brand’s global creative agency, the campaign brings to life the art of blending and the blenders who create the world’s most iconic Scotch whisky through a significant investment in mentoring and customer experiences, in addition to a new television commercial, print and digital advertising, point of sale materials and engaging digital content.
Our research unlocked a new insight into progress, which we believe will create cultural impact the world over
Chief Strategy Officer Anomaly