Keep Walking: Africa Top 30
Johnnie Walker wanted to take bold steps in speaking to a new generation of whiskey drinkers on the African continent. The solve lay in creating a campaign that would afford the brand substantial cultural relevance.
Execute a culture-shifting, first time ever, pan-African campaign that celebrates those cultural shape shifters who are boldly striding into the next era with purpose, while supporting progress in the continent’s creative economy. The inclusive nature of the campaign ensured creatives came from Anglo-, Franco- and Lusophone countries and CSA managed the entire nominations/finalists process. The company also directed all PR and social media and handled all celebrity panel management.
Keep Walking: Africa Top 30, an innovative, pan-African campaign from Johnnie Walker, in association with Trace. Its mission: to identify & celebrate 30 next gen African cultural visionaries across music, film, media, fashion, and art. The campaign included the Keep Walking: Africa Top 30 Round Table show on Trace which profiled the talent and a panel discussion with five African cultural giants.
An integrated campaign with PR at is core, MEDIA VALUE achieved was £622,291.96 (almost 900% more than the KPI of £73,442.48) along with a clip count of 227 (almost 400% over a KPI of 65).
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