South Africa is filled with many powerful stories of ordinary and extraordinary people who create change for themselves and their communities. Johnnie Walker is proud to announce its new brand campaign commemorating South African achievement and progress. It’s an evolution of the iconic whisky brand’s drive to inspire progress.
The world-famous adjure to ‘Keep Walking’ is particularly meaningful in a South African context. Consumers no longer want to be dictated to and are looking for brands to partner with them in how they are represented and tell their stories in an authentic way. The ‘Keep Walking’ campaign is a push to move forward with optimism and celebrate every milestone reflective of real, inspiring stories.
“Johnnie Walker as a brand exists to inspire personal progress and this campaign has tested our ability to really connect with our local audience under this mission” says Zumi Njongwe, Marketing & Innovation Director at Diageo.
The brand has brought together the likes of South Africa’s most famous media export Trevor Noah, the country’s first black female pilot Refilwe Ledwaba , actress and businesswoman Enhle Mbali and Olympic swimmer Chad le Clos as part of the faces of this campaign.
“In tune with the growing importance of authenticity in storytelling and finding people in different fields who truly embody the brand, we specifically selected South Africans who have had impact both locally and globally in their respective fields. As a brand we realise that South Africans are ambitious and determined. We want to salute those who have taken their steps today, to be an icon tomorrow. A multitude of people, progressing with purpose” says Njongwe.
Other recognizable faces featured in the campaign include fashion designer Thebe Magugu, artist Nelson Makamo, businessman Ze Nxumalo, cinematographer Motheo Moeng and leading female trombone player Siya Makuzeni.
Njongwe believes that the brand is succeeding in its quest to dispel the stereotypes that exist around whisky lovers and the ‘old boys club’. “Beyond the number of powerful and accomplished women featured in the campaign, we enlisted one of the country’s leading directors, Dani Hynes from Egg Films to help us connect with a broader, previously untapped audience” says Njongwe.
The result is a campaign that pays homage to moving forward together, led by a global champion of ambition and perseverance in the form of Trevor Noah.
The campaign is an important addition to the South African progress narrative.
‘’We chose to shine the spotlight on prominent South African achievers who have contributed to a nation’s growth through times of transition and uncertainty,’ she explains. ‘Every South African – whether they are in the public eye or not – has a role to play and a story to share. By honouring our heroes, and remembering how far we’ve come, we hope to inspire South Africans to always “Keep Walking” Njongwe concludes.
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