Johnnie Walker's Doomsday tactical campaign devised by BBH China to coincide with 21.12.12

JW.jpgDevised by BBH China, the campaign centres on the simple statement 'See you tomorrow', a phrase that both belittles the doom-mongering about 21st December and galvanizes people around the Keep Walking spirit.

In the days leading up to 21st, anyone who entered the Johnnie Walker Weibo site saw an invitation to participate in the 'See you tomorrow' movement by simply uploading a video of themselves speaking these words. Combining UGC from consumers and filmed content of brand fans, the final edit was aired on Johnnie Walker's weibo site on the day itself.

VIEW THE VIDEO

The assets were anchored on an impactful illustration that derides end of the world scenarios in a witty, cartoonish way, including phenomena as diverse as giant lizards to alien invasions. This illustration was also hosted on other sites and offline, and on the Johnnie Walker house in Shanghai.

The campaign calls on all of us to retain a sense of humour and perspective as we continue on our journey of progress in the world.
"We built this campaign with the intention of celebrating the Keep Walking spirit and how it can overcome any adversity, even the supposed end of the world. With a touch of humour, it's a good time to remind ourselves that we can always progress as long as we have the right attitude " says Wynn Zhang, Senior Brand Manager, Johnnie Walker China.

With tactical presence in online media, this campaign is the third in a series by Johnnie Walker to further build the brand's profile in the cultural landscape of China.

The creative campaign is devised by BBH China and digital execution/EPR by OgilvyOne Worldwide Shanghai.

Leo Zhang, BBH China said, "We wanted to inspire thought and debate around daily life - and keep the Johnnie Walker brand fresh in the minds of its' consumers. We are sure this campaign will make everyone stop, smile and be more determined to Keep Walking"

Credits - Johnnie Walker credits - Mark Edwards, Siew-Ting Foo, Wynn Zhang, Chloe Ling, Lawrence Law, Cindy Lim. BBH Credits - Creatives: Johnny Tan, Leo Zhang, Jeffrey Sun, Jay Qian, Nicola Chung, Woody Pan. Account Management: Finnian O'Neill, Zik Lu. Planner: Charles Wigley. Producers: Yilin Lin, Ken Wang, Ivy Shi. OglivyOne Credits - Content & EPR: Jacky Chen, Landy Zhang. Account Management: Nora He, Nick Lee. Illustrator: Super.

2 Comments

Marc said:

Why so serious?

Hire a copywriter.

Mayan said:

Everyone knows the Doomsday crap is a crap....why so serious?

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.