The Definition of Walking

Creative idea

Johnnie Walker is one of the world’s top 100 most valuable brands, anchored by “Keep Walking” among the most iconic slogans globally. Its recognition is so strong that even when incomplete, people instinctively fill it in. We leveraged this equity to create a bold billboard campaign: replacing the word “WALK” with authentic imagery of emerging Hungarian artists persevering. Their stories visually completed the slogan, merging brand and culture. This simple but powerful choice turned outdoor into a platform for resilience, reinforcing Johnnie Walker’s equity while giving voice to musicians walking their hardest paths, turning outdoor into both stage and story.

Brand name: Johnnie Walker
Advertiser / client: Diageo
Product / service: Alcoholic Beverage
Campaign name: The Definition of Walking
Agency network: Leo
Agency: Publicis Groupe Hungary
Media agency: PHD
Agency chief executive officer: Vladimir Tkachev
Chief creative officer: Andrey Tyukavkin
Executive creative director: Marton Jedlicska
Creative director: Adam Nagy
Designer: David Knapp, Gábor Kiss, Ferenc Szalai
Account director (agency): Laura Gotz
Media director: Dora Kovacs
Strategic planner / strategist: Eszter Domonkos
Photographer: Richard Toth
Director: Richard Toth
Director of photography: Márton Kiss
Agency producer: Flóra Nánássy
Additional company: Porduction: Máté Neubauer Talents: Vivien Tiszai Zsanett Liszkai Mimi Kőrös Anna Banizs