Johnnie Walker’s latest campaign urges Indians to walk responsibly into the future

Johnnie Walker campaign

In the second phase of the Johnnie Walker campaign, the brand showcases glass installations and the journey of the artists to bring alive the concept of urging people to forge ahead and move responsibly into the post-COVID-19 world.

The last few months witnessed hundreds of consumers across India walk into some of their favorite bars and restaurants to deposit 5000+ glass bottles as part of the Johnnie Walker campaign, #WalkinWithJohnnie. These have now been turned into glass installations of the Striding Man, with the names of the contributing Walkers etched into them forever.

Aiming to welcome consumers back to their favorite bars post the lockdown and inspiring them to responsibly walk towards their future, the second phase witnessed Johnnie Walker collaborate with Tyrell Valladares, Reshmi Dey, and Aman Garg – some of the leading metal and glass artists to bring alive inspiration, tenacity and the spirit of forging forward in tough times through their unique conceptualizations.

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Abhishek Shahabadi, VP and Portfolio Head, Luxury and Premium Brands at Diageo India said, “The association with Tyrell, Aman, and Reshmi with #WalkInWithJohnnie was extremely special as we wanted to showcase to Johnnie Walker’s vision of forging ahead in light of the pandemic. The melting and recasting of empty glass bottles into inspiring Striding Man installations is metaphorical to letting go of the past and walking towards a beautiful and rich future. Each installation symbolizes a unique message of walking towards the light in tough times and will remain at the bars, celebrating those who made this contribution.”

Tyrell Valladares, Artist, and Sculptor at Metal Head, Mumbai, said, “As part of the #WalkInWithJohnnie campaign, my concept and idea was to portray the struggles that we have all been through together in recent times. The art installation has been made with pieces of broken glass that symbolize the difficulties we have faced with an aim to move forward together, with the Striding Man as our inspiration. This installation is completely different from my previous work and this is how I thrive, by challenging myself to create new, innovative, awe-inspiring, out-of-the-box work. I’ve been overwhelmed and extremely humbled at all the positive feedback that I’ve received on the installation placed in Mumbai.”

Tyrell’s installation named ‘The Striding Lantern’ can be viewed at select outlets in Mumbai and Hyderabad and the ‘The Perspective Stride’ in Mumbai. Aman’s installation titled ‘Walk With Me’ is exhibited at one of the outlets in Bangalore, and ‘Dimensional Stride’ in Noida.

The other upcoming installations by Reshmi, Vivek Chochalingam and a few more of Tyrell and Aman’s installations will be deployed and revealed soon at the select key outlets.

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