The Briefing (ENG)
How do you make a centuries-old whisky brand vibe with Gen Z (18-30 y/o) without sounding like a boomer? The challenge was clear: engineer a 100% digital activation that completely resignified the iconic Keep Walking mantra. In short: dusting off the bottle and dropping it right into the daily social dynamics of a generation that lives through screens.
How do you make a centuries-old whisky brand vibe with Gen Z (18-30 y/o) without sounding like a boomer? The challenge was clear: engineer a 100% digital activation that completely resignified the iconic Keep Walking mantra. In short: dusting off the bottle and dropping it right into the daily social dynamics of a generation that lives through screens.
Self-initiated concept created for the Young Lions Brazil brief.
"The First Move - Johnnie Walker - Young Lions Brazil Competition - 2026"
Creative Art Director: Lucas Miguel Mateos
Creative Copywriter: Victor Daumas
Creative Art Director: Lucas Miguel Mateos
Creative Copywriter: Victor Daumas
