Walkers & Co
Johnnie Walker
The new ASCI regulations regarding alcohol advertising (including the ban on surrogate advertising) sounded like a death knell to some. For us it was an opportunity to create something much bigger than an ad or a campaign.
Thus was born Walkers & Co, a culture platform that champions bold boundary pushers from all walks of life. The ones who don't chase success for individual gains but whose impact helps entire communities take giant leaps into the future.
As a culture platform, Walkers & Co was built to move from content to experience to advertisement seamlessly. In the last one year, the platform has gone from inception to co-sponsoring festivals like Echoes of the Earth, championing voices like Durga Gawde,, Sushant Digvikar and the likes, and creating spaces for walkers like Nishant Phogat (sustainable sneaker designer within high-footfall events like Lolapalooza.
But to launch a concept that no one had heard of, we needed to create a big bang. A collab that would get people talking and set the stage for every act that was to follow.
KICKED OFF THE CAMPAIGN WITH A LIVE BILLBOARD - A COLLABORATIVE PERFORMANCE BETWEEN THE OG STREET ARTIST HANIF KURESHI AND GENDER ACTIVIST AND DRAG QUEEN RANI KOHENOOR TO REVEAL THE WALKERS & CO LOGO
A DIGITAL FILM LAUNCHED THE ETHOS OF WALKERS & CO.
THE FILM ALSO DOUBLED UP AS JOHNNIE WALKER'S AD SPOTS DURING THE FIFA
WORLD CUP.
A LEAK VIDEO RECORDED FROM JOHN LEGEND AND RAJA KUMARI'S STUDIO SESSION, MADE IT'S WAY TO A LIFESTYLE PUBLISHER AND GOT THE INTERNET TALKING.
THE PR STORY THAT UNFOLDED WENT FROM 'IS THAT JOHN LEGEND?' TO REVEALING THE UPCOMING COLLABORATION, THE KEEP WALKING ANTHEM AND THE CONCERT TOUR
WHILE WE TURNED OUR INSTAGRAM PAGE INTO AN EDITORIAL PLATFORM FOR WALKERS & CO - PROFILING CREATORS WHO IMBUE THE WALKER MENTALITY
