Johnnie Walker, the renowned scotch whisky label, has unveiled a compelling new brand platform: ‘Walk Beyond’. This dynamic initiative is designed to cast a spotlight on the flourishing creative cultures that have sprung up in the vibrant streets of Southeast Asia.
Working hand-in-hand with Virtue APAC, the ‘Walk Beyond’ concept propels the timeless Johnnie Walker ethos of ‘Keep Walking’ into a contemporary setting. It presents this iconic philosophy in a fresh light, infusing it with cultural significance and making it relevant to the changemakers of Asia’s new generation.
‘Walk Beyond’ will encompass a series of content, striking unexpected partnerships between esteemed cultural figures and emerging leaders in Singapore, the Philippines, and Vietnam. These partnerships will forge new narratives and genres, helping to enrich the vibrant street culture throughout Southeast Asia.
The launching of ‘Walk Beyond’ has seen collaborations with three local ‘Walkers’ or cultural icons – Yung Raja, the innovative Singaporean rapper, James Reid, a multi-talented Filipino actor-turned-musician, and 16Typh, a Vietnamese rapper who’s taken global rap by storm.
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According to Lyndon Govender, Diageo Southeast Asia’s marketing director, these collaborations serve as the embodiment of the ‘Keep Walking’ philosophy. They represent an uplifting spirit of positivity, progress, and resilience. Meanwhile, Chris Gurney from Virtue APAC emphasises the importance of celebrating the voices of the new generation transforming Southeast Asia’s cultural landscape.
VICE Media will feature ‘Walk Beyond’, showcasing the talent, collaboration, and production of the campaign. Expect on-ground activations in Singapore, the Philippines, and Vietnam to amplify the digital reach. So stay tuned for updates as Johnnie Walker helps consumers experience the ‘Keep Walking’ spirit through ‘Walk Beyond’.
Based on the report by Marketech APAC.
