Johnnie Walker

#JOINTHEPACT

We helped Johnnie Walker use its Formula 1 sponsorship as a force for good through a global responsible drinking campaign and to deliver a new brand position.

Johnnie Walker wanted to support Diageo’s marketing strategy which focussed on responsible drinking whilst also promoting its new brand position.

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We tackled the issue of drink driving by creating a campaign, fronted by Mika H√§kkinen, that asked consumers to commit to Never Drink and Drive. We used the global appeal of Formula 1 and the assets available to help the brand launch it’s new Keep Walking campaign, Joy Will Take Your Further.


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The results were excellent - $30 million media value achieved, 1.4 million views of new content featuring F1 assets, responsible drinking activations in more than 40 countries across 5 continents leading to 2.6 million people joining the pact to Never Drink and Drive.