Katlist was tasked with expanding the media outreach of Johnnie Walker by gifting their premium Johnnie Walker Blue Label to 40 changemakers across tech, fashion, media, culture, and lifestyle who embody the brand's "Keep Walking" spirit. The goal was to thank these individuals for celebrating progress and making bold steps towards making life richer for many while positioning Johnnie Walker Blue Label as the go-to liquid for moments worth celebrating. The brief required creating a premium gifting experience that would resonate with the changemakers and elevate the brand message.
The goal was to redefine the "Keep Walking" brand message to make it relevant and meaningful in today's culture by focusing on the idea of collective progress. Katlist was tasked with creating a personalised gifting experience that resonated with each of the 40 recipients on a deeper level. The challenge was to strike a balance between impactful bottle personalisation that built hype among the recipients and delivering the campaign at a fast pace.
To create a personalised and impactful gifting experience for Johnnie Walker's "Keep Walking" campaign, we developed a customised and luxurious gift offering. Our solution included etching a bespoke design onto each bottle featuring a unique striding man design that embodied each changemaker's spirit and "walking towards progress". We also extended the campaign by gifting winners of the British Fashion Awards 2021, recognising their achievements across fashion and tapping into key cultural moments driving progress. This approach allowed the campaign to have a much broader impact, aligning Johnnie Walker with key talent within current culture and embarking on a collective and progressive journey forward.