Johnnie Walker's mentorship program has been an industry leader. Every year the brand continues to redefine the consumer experience at the House of Walker, giving guests a deeper immersion into
the brand.
The challenge was to bring the brand's essential tagline Keep Walking into the spotlight and to celebrate the power of the next step, which is the spirit of the brand.
My concept was to bring people who live this ethos everyday, in all walks of life, into the House of Walker, and have their story told through the lens of the next step. I determined the archetype that would guide the consumer experience was the traditional public house found in British, Irish and Scottish towns and cities. Public houses were the heart and soul of communities where citizens could meet to discuss news, politics, culture and any current events—all while enjoying a nice glass of Johnnie Walker. This format allowed for a multi-faceted programming within the space and kept the experience rooted in the rich history of the brand.
A key partnership with Esquire brought in truly Keep Walking experience with their 80th anniversary Life of Man gallery. The gallery featured a selection celebrity men discussing key things they've learned in life.