“This Land Is Your Land, This Land Was Made For You And Me”
“This Land Is Your Land,” the iconic song and rallying cry for American unification penned by Woodie Guthrie, is at the heart of Johnnie Walker’s new Keep Walking America campaign. After what was undeniably the most racially divisive presidential election in recent history, it’s safe to say that we all need to remember and get back to celebrating what America should stand for, not what this election represented to the eyes of the world—and our fellow Americans.
For more than 200 years, Johnnie Walker has inspired the world with stories of personal progress and Keep Walking America is another powerful collection of stories reflecting the countless achievements, unwavering optimism and tireless progression of the great people who call America home.
The new 360 marketing campaign, which premiered nationally on November 7th with a 60-second TV spot created by Anomaly and directed by Chris Sargent of Anonymous Content, celebrates the cultural progress and diversity that represents the fabric of America today. The lyrics of “This Land Is Your Land,” read in both English and Spanish, serve as the campaign’s anthem. The meaning behind the lyrics powerfully communicate the core message that America has always been and should always remain an inclusive nation, built on values that celebrate and reward people from all colors and creeds. The film was shot over two weeks and features real storylines of progress from Los Angeles, Santa Fe, Montana, New Orleans, Baltimore, New York and Washington DC.
The message of Keep Walking America is supported by a variety of initiatives on a national and global level, each calling for a united, more open-minded society that can be a catalyst for progress and positive change. The brand recently traveled to Brownsville, Texas, a U.S.-Mexico border town, with celebrated actor, director and activist Wilmer Valderrama, to spotlight the rich community of cross-cultural Americans living in proximity to the border and to hear their personal stories of progress. This initiative mirrors recent global work from Colombia, which shared a message of unification during the ongoing peace treaty negotiations, and the brand’s Ode to Lesvos storyline, a deeply moving film series that sheds light on a community in Greece that has shown heroism and humanity during the Syrian refugee crisis.
Stephanie Jacoby, Vice President of Johnnie Walker North America stated, “We are extremely honored to continue taking a pioneering role in culture by championing and celebrating progress. Keep Walking America brings to life stories of cultural progress and diversity, and we hope this campaign inspires people to come together for a better future.”
This spirit of possibility and commitment to progress will inform all Johnnie Walker brand activity, including cocktail strategy and how we engage with the bar community and those who enjoy our whisky.
Flavors of America, a new cocktail program, highlights the stories and cross-cultural backgrounds of the American bartending community. The program will feature modern cocktail recipes inspired by the holidays, traditions and authentic cultural flavors that have influenced the diverse group of bartenders involved in the program. When celebrating life milestones and achievements, Johnnie Walker reminds you to always drink in moderation and secure a designated driver.
Johnnie Walker is proud to launch this new campaign and will continue to champion powerful stories of personal progress around the world. Please visit www.KeepWalkingAmerica.com to view the new work.
Johnnie Walker is the world’s number-one selling Scotch whisky brand, representing the idea of personal progress for the many people who enjoy it in more than 180 countries worldwide. John Walker pioneered blending when he founded the business in 1820 and never looked back, growing it from a grocer’s own Scotch whisky into a stylish, global icon. It’s that same forward-looking perspective that drives the brand, and its consumers, today. The U.S. range of award-winning whiskies includes Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label and Johnnie Walker Blue Label.
For more information visit www.johnniewalker.com or follow on Facebook and Twitter @JohnnieWalkerUS. #KeepWalkingAmerica