Johnnie Walker changed its positioning from ‘Keep Walking’ to ‘Walk with Joy’. We were tasked to introduce South Africans to this
new positioning by shining a light on what it means within a local context.
JoyWalker Lucas Radebe (ex Bafana Bafana and Leeds United captain) was the voice of our campaign. We created a unique one-man,
one-night-only show in which Lucas told his life story on stage with media and basic props. He spoke about the ups and
downs in a never-before-heard and entertaining way ultimately landing the message that through the good and the bad, there is progress in joy.
one-night-only show in which Lucas told his life story on stage with media and basic props. He spoke about the ups and
downs in a never-before-heard and entertaining way ultimately landing the message that through the good and the bad, there is progress in joy.
After the show the 100 fans attending were able to meet and mingle with our JoyWalker.
The Event
Executive Creative Director: Matt Ross
Creative Director: Cameron Watson, Mike Wilson, Dan Berkowitz
Agency Art Director: Moe Kekana
Copywriters: Dominique Swiegers
Agency Producer: Samantha Wentzel
Director: Rob Van Vuuren
Creative Director: Cameron Watson, Mike Wilson, Dan Berkowitz
Agency Art Director: Moe Kekana
Copywriters: Dominique Swiegers
Agency Producer: Samantha Wentzel
Director: Rob Van Vuuren
Event Organisers: Howard Simms, Ophelia Ross
