Brief Explanation

Campaign objective: to develop a voice in Chinese popular culture and give Johnnie Walker an ‘always on’ approach. Target: China’s young progressives. Drawn largely from the 80’s generation they are a questioning /outspoken group. Core message: For The Mayan ‘Apocalypse’ (the notion that the world would end on December 21st 2012 ) we simply said ‘See you tomorrow:’ a phrase that both belittles the doom-mongering about 21st December and galvanizes people around the Keep Walking spirit.

The Brief

The brief was to introduce more frequent, digitally lead tactical communications for Johnnie Walker in China in the second half of 2012 - in addition to its major 360 degree set piece campaigns – with the ambition of gaining social relevance and building cultural traction around the brand message of ‘progress. The work was centred on key Social Events to demonstrate to consumers the relevance of the brand – giving it a fresh, more impactful personality. This chapter focused on the Mayan Doomsday Prophecy.

How the final design was conceived

The typography comprises illustrations depicting different apocalyptic events the doomsayers foresaw…with a few extra thrown in for good measure. Both the humorous message and the witty, graphic style created an impactful counterpoise to the mistaken Mayans. It communicates that no matter what happens, as long as you believe in tomorrow, you will keep walking.

Indication of how successful the outcome was in the market

The brand’s Social Network page had 10,028 more followers in 3 days. 30,000 People participated during the 3 days the campaign lasted.