The Definition of Walking
Creative idea
“Keep Walking” is among the most iconic slogans globally. Its recognition is so strong that even when incomplete, people instinctively fill it in. So on billboards across Budapest, we removed the word “WALK” and replaced it with authentic imagery of emerging Hungarian musicians—turning their stories of struggle and progress into the living definition of walking forward. By fusing clean typography, minimalist composition, and authentic documentary-style photography, we turned an iconic phrase into a cultural narrative and powerful storytelling.
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: Richárd Tóth
Director of photography: Márton Kiss
Agency producer: Flóra Nánássy
Additional company: Porduction:
Máté Neubauer
Talents:
Vivien Tiszai
Zsanett Liszkai
Mimi Kőrös
Anna Banizs
