Determination wins a race. Joy makes history. Johnnie Walker, the most widely distributed blended Scotch Whisky in the world, has rolled out the Joy Will Take You Further campaign – its biggest campaign in the brand’s history. Together with Malaysia’s street artist extraordinaire, Kenji Chai and thrill-seeking photographer, Keow Wee Loong, they will be the first to team up with Johnnie Walker in the local scene to shed light on its new philosophy through a series of inspiring joy stories.
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| Johnnie Walker official Joy Will Take You Further campaign launch: From (L-R) Ee Hood Liang, Senior Brand Manager for Johnnie Walker Deluxe and Haig Club; Kenji Chai, street artist extraordinaire; Rajesh Joshi, Marketing Director of Diageo Brands; Keow Wee Loong, thrill-seeking photographer and Ryan Tann, Johnnie Walker Super Deluxe & Reserve Brand Manager. |
Joy Will Take You Further is an evolution of the brand’s famous ‘Keep Walking’ campaign which advocates the need to add joy in the pursuit for personal progress. Based on new insights into how progress is viewed by consumers today, it brings to life the concept that joy can be a catalyst to the progress they seek. The new campaign aims to generate a positive culture shift by promoting the idea that finding joy in the journey is part of the recipe for success.
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| Rajesh Joshi, Marketing Director of Diageo Brands sharing key insights on how joy fuels personal progress, international and local initiatives to kick-start Johnnie Walker’s Joy Will Take You Further campaign – the biggest campaign in the brand’s history. |
Driven by passion and enthusiasm, both Kenji and Wee Loong, who embody the spirit of Joy Will Take You Further, shared their personal stories on their journey to achieving their ultimate goals in life. Kenji Chai, a renowned graffiti artist who was born and raised in Sandakan, Sabah, relates closely to the struggles and hardships of stray animals, thus he advocates for their adoption and care by depicting them through his murals. Echoing the same sentiment was Wee Loong, law graduate turned avid photographer who developed a true passion in photography after receiving his first DSLR camera about four years ago. The adventure-seeking lad from Kuala Lumpur took the route less travelled, climbing skyscrapers and active volcanoes to capture breathtaking images. His work has since been published on international newspapers and online portals, shared virally via social media.
Both Kenji and Wee Loong will be collaborating with Johnnie Walker to further magnify the campaign’s core values by sharing their stories and passion through multi-platform communication channels.
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| Local personalities including Kenji Chai (left) street artist extraordinaire, and Keow Wee Loong, thrill-seeking photographer sharing their joy stories and upcoming projects that they hope to achieve. |
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| Johnnie Walker redefining success with joy: Joy Will Take You Further |
In conjunction with the Joy Will Take You Further campaign launch, Johnnie Walker also introduced its Johnnie Walker Highball offering, in partnership with SodaXpress - Malaysia’s 1st Sparkling Water Maker. Available at selected bars and bistros across Malaysia, Johnnie Walker Highball pairs the rich, complex and incredibly well-balanced flavour of Johnnie Walker Black Label with crisp, fizzy sparkling water. It also comes with the choice of apple, peach or mint syrup to be added into the mixture for a sweeter palate, finished with a few ice cubes.
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| Presenting Johnnie Walker Highball which is in partnership with SodaXpress – Malaysia’s Sparkling Water Maker to create a more customizable way of enjoying whisky. |
The Joy Will Take You Further campaign, which has activated simultaneously in more than 50 countries, also features stars from the world of sports and entertainment such as Formula One World Champion and McLaren Honda driver Jenson Button, Oscar-nominated actor Jude Law, Chinese actor Zhao Wei, US rock band OK Go and Mexican supermodel Montserrat Oliver alongside a cast of extraordinary achievers who share the brand’s view of how happiness in life is a fuel for success. The campaign is also substantiated with the launch of a booklet entitled Joynomics: The Study of Joy and Progress, penned by American happiness scholar Dr. Matt Killingsworth, Ph.D.
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| a little Joy Will Take You Further moments ft. Johnnie Walker Gold Reserve's newly created serving ritual ^^ |
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| #JohnnieWalker #GoldLabelReserve #CelebrationLounge #JoyWillTakeYouFurther |
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