Johnnie Walker Celebrates Cultural Progress and Diversity in America in Campaign

"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 Keep Walking America campaign, which launched nationally on Nov. 7. For nearly 200 years, Johnnie Walker has aimed to inspire the world with stories of personal progress, and Keep Walking America is another collection of stories reflecting the countless achievements, unwavering optimism and tireless progression of the people who call America home.

The 360 marketing campaign, which premiered 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 D.C.

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.

"We are extremely honored to continue taking a pioneering role in culture by championing and celebrating progress," says Stephanie Jacoby, vice president of Johnnie Walker North America. "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 the company engages with the bar community and those who enjoy its 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.