The tragic story of the refugee crisis has been told across global media. We felt there was another side to the story that could be told - the inspirational story of the islanders.

Our creative idea was to focus on how they responded heroically to an extremely difficult situation. We believed we could generate maximum media and cultural interest by highlighting the positivity and hope to be found in the most harrowing of circumstances. Where some traditional media saw refugees or migrants, the islanders saw mothers and fathers, sons and daughters. This approach identified Johnnie Walker as a storyteller of note and authority.

We worked hand-in-hand with a Pulitzer Prize-winning photojournalist and leading NGO and spent time with the islanders to help capture their stories and add gravitas to our campaign. Our decision to leverage the filmmaker –an exiled Syrian director – for interviews added another authentic voice

A threefold approach for a global campaign:

1. LAUNCH AT SCALE (SEPTEMBER 21)

•Ode to Lesvos director interview released via Reuters at culturally relevant time. Film shared widely, syndicated and broadcast on global titles (Huffington Post, MailOnline, Daily Telegraph, MSN).

•24/7 press office to deal with media/consumer/market requests.

•Preview screening at the BFI in London for select media (Newsweek, Reuters, The Times). Guidance for similar market-led event in Greece.

•Content toolkits for markets (35+ media assets) for market activation.

2. ENGAGE INFLUENCERS (SEPTEMBER/OCTOBER)

•Identify key global media: tailored press assets and personalised letter from filmmaker.

•Photo-essay: Exclusively placed in The Guardian and shared with markets for syndication.

•Social media: Takeover of all brand’s social profiles.

3. INSPIRE ACTIVE CHANGE (OCTOBER/NOVEMBER)

•Forged relationship with leading NGO: Gave credibility to campaign and encouraged people to take positive action.

•Worked closely with islanders: Maintained daily contact to identify projects leaving a positive legacy.

Outputs:

•Simultaneous launch in 32 markets

•Content toolkit consisting of 35+ assets

•Social media playbook

•Publisher exclusives with Tier 1 media Reuters, The Guardian

•x2 media events; London and Greece (reach 1.9million)

•20+ media interviews

•Film featured in key targets (Huffington Post,The Telegraph, Campaign, Marketing Week)

•Risk mitigation plan

•NGO partnership

•Co-curated photo essay – (reach +141m)

•Film screenings; Encounters (UK), Aegean (Greece)

•10 posts on official Diageo channels

Outcomes:

•Positive traction in 32 countries

•+680 pieces of coverage

•+856m potential reach

•Coverage 100% neutral to positive

•55million views

•142.8K shares

•Placed Johnnie Walker in culture; google search of ‘Lesvos’ reached peak popularity on first days of launch - 100 interest over time – compared to an average of 47 from August – December 2016. ‘Johnnie Walker’ & ‘Ode’ were the Top 2 related search topics

•Launch events: London and Greece, c.30 media

•NGO engagement; combined reach +70k

•+50 influencers shares, +100m reach

During the six months ended 31 December 2016 – in the period the campaign activated – Johnnie Walker Red Label sales went up 7% and Diageo Scotch reserve brands grew 6%, with Johnnie Walker driving the growth. Johnnie Walker net sales were up 6% in all regions. Key activating markets in Europe and Latin America and Caribbean were the largest contributors with 12% and 8% growth respectively, and net sales in the United States grew 8%.

Mike DaRe, Head of Influencer and Advocacy, Johnnie Walker Global, said: “This work delivered for Johnnie Walker in a big way.”