Johnnie Walker walks the streets of Southeast Asia in new content push

Johnnie Walker has launched a new brand platform "Walk Beyond" which highlights creative cultures originated from the streets of Southeast Asia. From drag meeting hip hop in Singapore; pop meeting rollerskating in the Phillipines; and rap meeting standup in Vietnam, this marks a major new campaign from Johnnie Walker, which was created by Virtue APAC.

The campaign will feature collaborations between established cultural icons and rising artists across Singapore, the Philippines and Vietnam. Johnnie Walker and Virtue have partnered with Yung Raja, a Singaporean hip-hop artist; James Reid, a Filipino actor turned musician and 16Typh, a Vietnamese rapper and songwriter to create content reflective of each country’s unique culture.

The "Walk Beyond" content series will feature on VICE Media, which managed the talent, the collaborative output and production for the campaign. The implementation of digital amplification and on the ground activations in Singapore, Philippines and Vietnam will provide extensive reach to consumers who wish to experience the Johnnie Walker’s ‘Keep Walking’ spirit.

As Virtue APAC leads strategy and creative development of “Walk Beyond”, they strive to successfully communicate their own agendas of self-expression and using their newly found creative power to redefine street culture across the region with “Walk Beyond”. “Walk Beyond” includes Johnnie Walker’s brand philosophy of “Keep Walking” inside culture. 'Keep Walking' was a campaign that has been running for over 20 years with the goal to inspire people worldwide with a message of progress and positivity. 

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Lyndon Govendor, marketing director of Diageo Southeast Asia, said “The Johnnie Walker philosophy, ‘Keep Walking’, stands for positivity, progress and resilience. The ‘Walk Beyond’ collaborations are a tangible demonstration of that sentiment: a simple, yet powerful idea that brings together different changemakers to champion collective progress.”

Diageo is a global company carrying an extensive collection of renowned brands across spirits and beer categories that are sold in over 180 countries around the world. Their products  Johnnie Walker, Crown Royal, Guinness and more. 

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