Johnnie Walker Introduces The Walkers’ Program in South Korea, Thailand and India

Iconic whiskey brand Johnnie Walker has launched a series of local partnerships with cultural changemakers to revive social spaces in countries around the world with the launch of ‘The Walkers’ program as part of the latest chapter of its Keep Walking campaign.

The brand’s Keep Walking campaigns have sought to inspire people with a message of progress and positivity for more than 20 years. The latest iteration, developed in partnership with Virtue, the creative agency powered by VICE, is a global commitment to create and fund socializing experiences on the ground that drive positive impact for everyone – helping to breathe life back into social spaces that have suffered in recent years.

“Johnnie Walker has always been defiantly optimistic and a beacon of progress – that’s what Keep Walking is all about. For our latest chapter, we wanted to explore how we could support our partner communities across the world as people start socializing again,” said Julie Bramham, Johnnie Walker Global Brand Director.


“The Walkers program is a meaningful way to work with locally loved and valued voices to help reinvigorate social spaces like bars, clubs, and venues to help get local culture back on its feet and moving again.”

As part of the campaign, K-pop icon CL has launched a series of events in the iconic venues that made the South Korean social scene, while the platform launched in India with a series of over 250 live events including performances from Walkers such as Divine, Ritviz and Lisha Mishra to celebrate and revitalize the after-hours culture through their trailblazing music.

In Thailand, singer/actress Violette Wautier is leading the move to revitalize local street culture and encourage Thais to taste the richer experience of local communities.


“We have seen a societal shift of celebrating the actions and successes of people, at their most powerful when they come together,” said Nate Woodhead, Virtue’s Group Creative Director.

“We wanted to create a campaign that honored those changemakers driving action at a time when the world felt powerless.  When we looked at the context of each of our key markets it was clear that reconnecting people through social and cultural experiences was the perfect starting point for The Walkers program.”

Johnnie Walker appointed global cultural partner VIRTUE and the agency has led and supported the development of the Walkers program across key Johnnie Walker markets –  South Korea, Thailand, India, Africa, Brazil, Mexico, and Colombia amongst others.

Looking ahead to 2022, The Walkers program continues with the revolution of nightclub events in Seoul, block parties and festivals in Mexico, and the transformation of parking lots to barklets in Brazil.

The campaign follows $100m of investment over the past 18 months from parent company Diageo to help pubs’ and bars’ post-pandemic recovery by supporting jobs and communities around the world through their Raise the Bar program.

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