Johnnie Walker is launching the next phase of its inspirational campaign, Keep Walking, that has been successfully rolling out across the world for years. With the new “From the Future” initiative, the brand calls its active, talented and determined consumers to rise up one day to “defy the odds” and “silence the doubters,” all to become the person they’ve always dreamed to be.
The new Johnnie Walker promotion uses the voice from the future—you in five years. The brand describes “From the Future” campaign’s 60-second spot by BBH as “a message of hope from a successful man to his younger self.” The effort, which is similar to the marketing campaigns by Nike and Levi’s, is encouraging consumers to rule their own lives and push themselves forward, no matter what others say. The initiative is designed primarily for hesitating individuals, who are “with one foot in the frustrations of today’s workplace and an eye on the potential of the future.”
Johnnie Walker is sharing inspiration both through the video and with the help of social media channels—Facebook, Instagram and Tubmlr—that include loads of creative content sourced from sites including Huffington Post, Conde Nast Traveller, Guardian, Kickstarter and more. The online audience can join in using the hashtag #NEXTSTEP.