As captured by the iconic endline Keep Walking, Johnnie Walker has always stood for progress. But as the brand continues to extend across markets and countries, maintaining relevance and guarding against fragmentation presents ongoing challenges.

To capture the hearts and minds of the next generation of whisky drinkers, the meaning of Keep Walking required to move with the times as the codes of progress changed - less serious and status driven, progress in the eyes of consumers today was defined by ‘bold steps that make life richer for all’.

With an evolved definition of progress, Johnnie Walker could inject Keep Walking with a new energy and meaning that multiple markets could gather behind.

The brand has always aligned itself with big music.

This track fits conceptually as well as in execution. Taking a track which embodied the idea of carving out a path for others to follow (Are You Gonna Go My Way), remixing it to capture the spirit of the film and re-recording with an icon of progress (Brittany Howard).