Johnnie Walker The Journey has unveiled #TheTravellingBillboard, a campaign that captures the live journey undertaken by a life-size billboard with the brand's iconic Striding Man logo across some of the most unchartered and exotic locations in India.
The Striding Man has been a Johnnie Walker icon who has always symbolised the idea of progress and moving forward. As a brand that has been passionate about exploring the world for nearly 200 years, Johnnie Walker’s #TheTravellingBillboard pays tribute to this exploratory spirit that challenges people to taste more out of life by pushing boundaries.
Conceptualised by brand solution partner What’s Your Problem, #TheTravellingBillboard shall travel to places which only a few people have visited, and also where no billboard has been before. All this, to inspire people to explore the world and seek out unique stories.
The billboard’s travel includes unexplored destinations from all corners of India which include the Basgo Plains, one of the best locations in the world to stargaze. The abandoned Kuldhara village, which is ripe with its own fantastic lore and even the underwater terrain of Andamans. #TheTravellingBillboard will be accompanied by some of India’s most influential travel photographers who will capture the final destination in their own style.
The final photographs will become the lead creatives across OOH at some of the most prominent outdoor sites in the country. The untold stories of these unchartered locations and the journey of photographers along with the billboard will also be captured through a digital content series.
Further, the campaign will be amplified with the help of 150 social media influencers who, through a miniature version of #TheTravellingBillboard of their own, will capture their own unique experiences and journeys. The brand will also deploy an Instagram filter for the entire country to join the campaign and capture India’s beauty in their own ways.
Abhishek Shahabadi, VP and Portfolio Head: Premium & Luxury brands at Diageo India, said, “Exploration has been at the heart of Johnnie Walker over its 200 years of being. The brand instigates exploration of the rich possibilities of our world to discover experiences that satisfy a thirst for life. Keep Walking is all about pushing boundaries to taste more out of life. This campaign celebrates this philosophy and is aimed at bringing to life the rich character of unchartered India through this exploration.”
“Today people love to engage with brands that are making them a part of the creative journey and so at the heart of this campaign is the desire to fuel exploration and to democratise the content creation across multimedia touchpoints and let everyone participate. #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 not just have some of country’s most loved photographers travelling with billboard, but also have mini versions of the billboard travelling to all aspiring shutterbugs making it also a digitally travelling campaign,” said Khushboo Benani, Content and Influencer Marketing Head at Diageo India.
Ruchita Zambre, Group Creative Director, WYP, & Tejas Mehta, Strategy and Business Head, said, “The brief from the Diageo team came in to do an OOH-led campaign. After studying the international work done by the brand, we all felt that a basic OOH campaign will never do. It had to do more, create conversations, engage consumers. This thinking led us to create #TheTravellingBillboard. An OOH that roams the country in search for 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. The campaign hasn’t been easy to execute at all. But where’s the fun in easy, right?”
The campaign will be on till December end.
You can follow the journey through #TheTravellingBillboard or https://www.socialgoat.in/thetravellingbillboard
Alcohol company Diageo India, a subsidiary of global leader Diageo plc., manufacturers, sells and distributes a portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff, Captain Morgan and Four Seasons.