JOHNNIE WALKER
Walking the Thai Way
Capabilities:
Johnnie Walker has been a staple of Thai society for decades. As well as a symbol of quality and status.
At one stage the market was so important for the brand that the Thai flag would often fly on top of the company's castle in Scotland.
The launch of the global Keep Walking campaign by BBH in the early 2000s helped further cement this international status in the market with the use of major celebrities such as Roberto Baggio, Martin Scorcese and Harvey Keitel in long form TV ads.
But it was also felt that something was missing. International status was key but so was local empathy.
Many earlier Johnnie Walker ads in Thailand had told moving local stories and were national favourites.
2004
The year the campaign was voted Thailand's favourite TV ad
Keep driving Johnnie Walker's sales success in the market with work that would stay true to the global brand idea but also feel inherently Thai.
Don't talk about progress in terms of the accumulation of assets, but in terms of the ability it gives you to give back to others.
Roadsides in Thailand often feature many small religious shrines.
They are there because in Thailand, the highest form of status is to be known as someone who gives back to society. Someone who uses their success for the greater good.
We captured this sentiment in a story of a successful young developer who returns to his home island with the intention of not just making more money, but of helping the local people.
This is summed up in the line 'To move forward, you have to give back'.
