FIND YOUR PATH
Role: Creative Direction, Art Direction, Motion Graphics, Strategy
APA YCC Challenge
Find your path tells the iconic story of Johnnie Walker to a new generation of whiskey drinkers, in a way that brings everyone together. By highlighting 10 powerful stories told by 10 powerful fighters, who stood in the face of adversity to make something great. Johnnie Walker is helping the younger generation Find their path by inspiring and interacting with the nation through digital, like never before.
DESPITE 2020 BEING ONE OF THE HARDEST YEARS IN RECENT HISTORY, PEOPLE HAVE FOUND WAYS TO ADAPT AND THRIVE, EVEN WHILE BEING LOCKED DOWN.
10 INCREDIBLE VICTORIES AGAINST ADVERSITY
The campaign began with 10 walkers that shared their stories against adversity in true walker spirit. Each Story was showcased across the nation, across 10 episodes on Johnnie Walker social media and the find your path microsite.
Each Story was assigned a Johnnie Walker Base cocktail, that captured the essence of each.
LETS HEAR YOUR STORY
By inspiring the nation, we wanted to hear their stories of succeeding against the odds, during this pandemic, listening to their stories of courage. Each story took a chance to WIN a limited edition find your path bottle of Johnny Walker.
Find your path bottles
Each limited edition bottle represents each winners, walking spirit and how Johnnie Walker will walk with each one of them.
THE QUEST TO MAKE DREAMS A REALITY
Introducing The Quest. With the aim to walk and support local businesses, each of the 10 unique cocktails, inspired by our 10 stories will be scoured across the internet, bars and restaurants, with the aim to find. All 10 found unlocks the grand prize!
Spotted! a Johnnie Walker cocktail on Jumia. Scan the QR Code and get a step closer to completing the path.
EACH COCKTAIL FOUND, EACH CODE SCANNED CHECKS ANOTHER ONE OFF THE LIST. BRINGING YOU CLOSER TO THE GRAND PRIZE! COCKTAILS FOUND ON RESTAURANT MENUS AND RESTAURANT MENUS CAN ACTUALLY BE BOUGHT.
The Grand Prize
2 Bottles of Blue Label & an investment from Johnny Walker for a business idea of yours.
As the game gets harder, the clues come out.
NAVIGATE YOUR PATH
By partnering with platforms designed to find your path, such as Google Maps and Linked In, it's time to navigate hopeful job hunters to success.
Google Maps Partnership
Linked In Partnership
By tapping into the Linked In platform, we can help hopeful young job hunters find their path's. Entrepreneurs will share an elevator pitch, posting them on our page for millions to see, connecting walkers to make their idea a reality.
THE PATH THAT KEEPS GETTING BETTER
Personalised merchandise, labels and bottles for anyone with a Walker spirit to represent the walker name.