Footsteps Of Progress
JOHNNIE WALKER
Brand Activation Campaign
2023
Johnnie Walker wanted to gain more relevancy with female whisky drinkers in Eastern Europe, which we’ve learnt to be their biggest target audience in the region. We started by understanding the female narrative in Eastern Europe and were surprised by the lack of female references in society - most young girls couldn’t name a woman from their countries they admire. So we knew we had to do something about this, bring these trailblazing success stories to the spotlight and change the female narrative in these countries once and for all.
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3 x Anthem Awards (Branded Content or Collaboration + National Awareness Campaign + Campaign - Brand: Diversity, Equity & Inclusion)
2 x Lovie Awards Silver + People’s Choice (Campaign-Best Integrated Campaign)
We rolled out the red carpet for women’s progress. We made women’s bold steps visible and helped celebrate every single one. Literally.
Eastern Europe woke up one day with footsteps on the ground, marked with local women’s names. Commuters walked paths they were used to walking but now encountered female progress right in the open, as prominent OOH challenged women to scan the steps and discover the stories behind the names in a unique AR experience.
Thousands of stories were shared and footprints left behind as a mark for progress and equality. Women of all walks of life revealed their unique perspective and contribution to pushing their societies forward, giving the spotlight to real, important testimonies.
But we didn’t stop there: as we launched our very own Sneaker of Progress, featuring a tear-able ribbon that must be cut to be taken out of the box, symbolizing the breaking of barriers, inspiring women to step up for change and tear up limitations. All shoe profits were donated to local female empowerment organizations.
Role:
Creative Director
Agency:
DEPT Agency