According to Johnnie Walker, 'The Ones Who … Keep Walking' is a true pan-African media and content campaign with storytelling at its core.
The 50-minute film showcased some of the greatest examples of human endeavour and change-making progress in Africa. It aimed to be a film of inspiration.
The award is given in recognition of brands, agencies and media partners who — together — create the most effective cross-platform, cross-border, content-driven advertising campaigns.
OMD Africa collaborated with the content creators and the in-market client and agency teams to deliver continental media first. It did this by bringing two competing TV networks together to showcase and create fame for the campaign.
United by a shared passion for storytelling, the networks premiered the film in prime time across their most popular entertainment channels, placing Johnnie Walker firmly in culture, out of the watershed and away from competing brands, says Johnnie Walker.
The film was seen by over 40 million people across 16 different TV channels, in 13 countries. It was broadcast in two different languages and supported by digital, local market influencers and Out-of-Home.
The
World Media Awards judges called it "a meaningful and disruptive campaign — a smart way to navigate regulatory challenges, with strong brand alignment".
"The campaign catapulted Johnnie Walker into African culture and consumers' hands, driving continental sales up by 23%. Only through true collaboration with brave clients, talented creative agencies and true media partners is it possible to deliver a campaign of this calibre," concludes Cameron Maclear, managing director at OMG Africa.
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