Johnnie Walker The Journey will aim to drive recognition of the brand's Striding Man logo through a new out of home campaign. In its new campaign, “The Travelling Billboard”, Diageo's whiskey brand Johnnie Walker has created a miniature billboard with the man striding forward.
Conceptualized by What’s Your Problem, will see some of India's influencer photographers who are traveling to these less chartered spots to click pictures with the billboard in the frame. The brand then selects the ‘most perfect’ ones and those are put on billboards in marque locations in Gurgaon, Kolkata, Mumbai, Hyderabad, Bangalore.
The campaign will be amplified with the help of 150 social media influencers who will capture their own unique experiences and journeys. The photographers will continue their travel for the next two months and during the course, Johnnie Walker will roll out six billboards. Though it sounds like an outdoor initiative, the brand, as informed by Shahabadi, is spending the most on digital.
Abhishek Shahabadi, vice president and portfolio head: Premium & Luxury brands at Diageo India said: “This campaign celebrates this philosophy and is aimed at bringing to life the rich character of unchartered India through this exploration.”
Khushboo Benani, content and influencer marketing head at Diageo India said: "#TheTravellingBillboard is designed to be a collaboration of explorers and photographers (everyone with a phone camera qualifies) who can tell the story of these unchartered locations through the Johnnie Walker lens in their unique styles."Hence, we do not just have some of the country’s most loved photographers traveling with a billboard, but also have mini versions of the billboard traveling to all aspiring shutterbugs making it also a digitally traveling campaign."
Ruchita Zambre, group creative director, WYP, & Tejas Mehta, strategy & business head said: "An OOH that roams the country in search of unique vistas. Thus, pushing the boundaries of what a billboard campaign can be like. Completely in line with the brand’s philosophy of pushing boundaries. And WYP’s philosophy of coming up with solutions that go across media and are truly integrated. A campaign of this kind required collaborating with various partners – for fabrication, media plan, digital amplification, photography, innovation, etc."