The world's number one scotch whisky welcomes a progressive female ambassador to join the “The Walkers” movement.
Just like the story of Johnnie Walker, Milla's story has never been about taking the expected path, it’s about moving forward and pushing boundaries.
The video for the new chapter of the “The WALKERS” campaign, directed by Paul W.S. Anderson, blends Milla Jovovich’s dynamic and vibrant character with the stylish and exclusive energy of the brand. Johnnie Walker Black is her totem throughout the experience, both philosophically and physically. The stylized cinematic experience inspired by Milla’s personal story is a dynamic, ever-evolving journey in a single, seamless camera move.
The campaign, the second of “The Walkers” ad concept which launched earlier this year starring Adrien Brody, is going live in fourteen countries across Eastern Europe on TV, digital, social and out-of-home. United Partners delivered the cultural partnership, PR and marketing strategy, while Dept developed the creative campaign.
In this campaign, Milla Jovovich and Johnnie Walker seek to inspire people to “Keep Walking”, socialise with confidence, and spread positivity and courage.
Milla is the perfect brand advocate. She aligns with the global values and character attributes of a hero Walker and is loved across Eastern Europe.
Maria Gergova – Bengtsson, CEO at United Partners
The founder of Johnnie Walker knew that the greatest lives don’t happen in a straight line. Progress occurs when you take unexpected turns and risk it all as you walk towards your own intrepid frontiers. In the ad featuring Milla Jovovich, the story reflects Johnnie Walker’s ethos and encapsulates it in our inspiring “Less Talking, Keep Walking” campaign direction.
Dora Fejes, Senior Brand Manager Whisky, Diageo Eastern Europe
Less Talking, Keep Walking perfectly describes the approach Milla and I have had in the films we have made together. So it was a pleasure to further explore the boundaries of kinetic action and beauty with the legendary brand of Johnnie Walker.
Paul WS Anderson
The cinematic track and our different scenarios tell a story of relentless progress and creativity, led by an iconic walker in Milla Jovovich. We wanted to create a feeling of constant motion; the real walk never stops, so our camera keeps pulling back to match the pace.
Manuel Di Tolve, Creative Director, Dept
About United Partners Brand PR & Marketing Agency:
United Partners' (UP) is responsible for the development of the Culture and Entertainment (C&E) brand strategies of DIAGEO’s brands. UP is creating the brand C&E playbooks and helping with carrying them out to convey DIAGEO’s vision around Eastern Europe. The agency, whose core specialty is PR and Communication, began its business expansion in Central and Eastern Europe by making a network of independent partners of PR and Marketing agencies in CEE and Russia (UP Network), aiming to offer flexibility and save time and resources in executing multi-country campaigns in CEE markets. United Partners - Corporate and marketing communications agency (united-partners.com)
About Dept:
Hi, we are Dept. A digital agency uniting creativity, technology and data together. We help the world’s leading brands build and accelerate their digital products, services and campaigns. Our team of over 1,500 thinkers and makers spans 13 countries across Europe and the Americas. We proudly work for top brands like Samsung, Bose, Formula E, Bugaboo, Patagonia, Triumph Motorcycles, Netflix and more.
About Johnnie Walker:
Johnnie Walker is the world’s number one Scotch Whisky brand (IWSR 2019), enjoyed by people in over 180 countries around the world. Since its foundation by John Walker 200 years ago, those who blend its whiskies have pursued flavor and quality above all else. Today’s range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for over 19 million cases sold annually (IWSR, 2018), making Johnnie Walker the most popular Scotch Whisky brand in the world.
About Diageo:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Zacapa, Baileys, Don Julio, Gordon’s, Tanqueray and Guinness. Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
Diageo Eastern Europe market covers Diageo’s beer business across all of Continental Europe as well as spirits businesses across Russia, Eastern Europe, Central Asia, Middle East and North Africa. All in all, 54 countries. There are more than 370 people working in the Eastern Europe market.For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Celebrating life, every day, everywhere.
About Milla Jovovich:
Milla Jovovich is a Ukrainian-born actress, supermodel, fashion designer, singer and public figure, who was on the cover of more than a hundred magazines, and starred in such films as The Fifth Element (1997), The Messenger: The Story of Joan of Arc (1999), Resident Evil (2002), Ultraviolet (2006), and many more.
More information:
Milla Jovovich (@millajovovich) • Instagram photos and videos(6)
Milla Jovovich | Facebook
