Johnnie Walker's 'Keep Walking' slogan, long a symbol of personal ambition, faced a disconnect with Australia’s younger generations. Progress has taken on a new meaning: collective achievements trump individual success.

Recognising this, we faced a critical task: reshape this iconic mantra to echo the new definition of progress embraced by young Australians. The campaign's core challenge was to bridge the growing gap between the brand and next generation of conscientious whisky drinkers.

Johnnie Walker approached VICE via Foundation & DRUM with the mission to join the dots across their upcoming campaign, by creating a multi-channel content program that celebrates and tells the stories of the people breaking through barriers in service of making Australia a more progressive and inclusive place.

This strategic shift intended to not only build local cultural relevance but also to position Johnnie Walker as a brand that understands and reflects the aspirations of the next generation.

The goal of the campaign was to target the branded content to 18-34 year olds walking for a more progressive Australia. We wanted to talk to people who know they can be better and are actively working to do so.

Speaking to individuals such as Caroline Cull, Demon Derriere, Red Ray and Rowi Singh, the series delved into their pivotal roles in pushing Australia forward. Their personal stories, ranging from gender equality and cultural representation to asexuality and fat liberation, weren't just topics; they were catalysts for broader societal conversations our target audience are already having.

More than a marketing campaign; this was Johnnie Walker stepping into a new role as a facilitator of important dialogues. By aligning the brand with these diverse perspectives, we created a space for inclusive discussions amongst the audience, positioning Johnnie Walker as an active participant in Australia’s collective stride towards progress.

In 2023, we launched the VICE Guide to Being Better: an on-site vertical on VICE Australia, housing a bespoke video series & branded native content giving young Australians the skills and knowledge to better themselves. The vertical offered a centralised platform for our audience to explore and engage with the campaign's diverse narratives.

Over premium videos, written natives, display activity and social coverage - the collaboration with the Diageo ,Foundation & DRUM Founda teams, facilitated a seamless implementation process spanning from January to Dec 2024.

We spoke to people from all walks of life about their personal experiences, how they’ve pushed for progress and their perspectives on how Australians can “be better” day-to-day. Covering topics from asexuality, disability, neurodiversity, gender and more - we didn’t shy away from difficult conversations. Together we utilised a mix of talent under one cohesive voice to engage our audience across multiple touchpoints.

The VICE Guide To Being Better" not only achieved notable success but paved the way for an impressive Season 2, marked by a substantial campaign featuring discussions with five more influential figures on pivotal subjects.

Season 1 success was seen through each piece of content exceeding performance benchmarks set by VICEAU across content formats. The campaign garnered a remarkable 1,157,404 total content views and 2,333,505 campaign impressions. Notable benchmarks included the Native Editorial with fat liberation activist Demon Derriere, achieving an outstanding 231% delivery. The Premium Video, "The VICE Guide To Respecting Different Cultures," achieved a commendable 125% delivery. Furthermore, the Social Canvas, featuring an interview with Demon Derriere, reached 102% delivery.

Beyond quantitative metrics, the campaign's success is underscored by sustained audience engagement and a palpable eagerness for self-education, reinforcing its impact in fostering meaningful conversations.