MANILA, Philippines – Scotch used to be your tito’s favorite post-dinner beverage. Now it’s something you and your friends enjoy on a night out; the brand, no matter the age, remains the same. Everybody loves Johnnie, after all. Hard not to see why: the heritage whisky brand is known for getting people together over a drink to celebrate success or encourage even more of it. That’s why the brand recently launched its “Joy Will Take You Further” campaign through the media event “The Way I Walk” held at Green Sun.
The campaign aims to laud old and new models of success, showing us that new methods of creativity can blend well with more traditional means. To empower that idea even more, Johnnie Walker teamed up with personalities such as OK Go (as in, the band) and artistic duo Haas & Hahn, who are known for creating murals in deprived areas in partnership with locals.
The Philippines, of course, with its rich stock of creative minds, has its own local influencers too. Romi Garduce, the first Filipino to climb one of the Seven Summits and the only Filipino who has climbed all of them, is one of Johnnie Walker’s ideal models of success. For the arts they teamed up with Saab Magalona, a known figure in the local indie music scene as the lead vocalist of Cheats, as well as a host, actress, blogger and photographer — the perfect millennial cocktail. With no shortage of talent in most fields, it’ll be no surprise that Johnnie Walker’s new campaign will indeed show us new ways of finding happiness in success. At the risk of being corny, we say, that’s definitely something to toast about.