The planet is very close to a climate catastrophe and the commitment of brands and companies to solutions is increasingly important. Johnnie Walker launched his most ambitious sustainability plan in 2021, aiming for the year 2030. There are several goals that range from reducing carbon emissions to recycling 100% of its packaging. Our challenge was to communicate this plan to the markets of Brazil, Uruguay and Paraguay and we decided to do it in the most sustainable way and connected to a brand truth: walking.

The Beach Walker project put a walker to travel 2030KM of the coast between Brazil and Uruguay collecting garbage from the beaches. For two months, the walker himself broadcast his journey with a cell phone in real time through the brand’s social networks. In addition, we made a webseries with biweekly episodes with summaries of each part of the trip where the hiker, in addition to collecting the garbage, met activists and gave solutions on how to take care of the planet.

We needed to communicate Johnnie Walker’s sustainability plan in two different markets and countries at the same time. So, our solution was to carry out an action not only related to sustainability but also involving both countries. The walker, iconic symbol of Johnnie Walker, covered 2030KM of beaches starting in Montevideo, Uruguay, and ending two months later in Rio de Janeiro.

The Beach Walker journey lasted 2 months. It started in Montevideo and ended in Rio de Janeiro. Every walk was broadcast by the walker himself on the brand’s social networks and, in addition to a ton of garbage collected, it also gave rise to a webseries with biweekly episodes, a documentary with a summary of the entire project, collabs with sustainable brands and more than 3 million spontaneous media.

More than a ton of garbage collected and 3 million spontaneous media, the project is considered highly engaging and enjoyable, with the deep but positive messaging around sustainability motivating a positive response from viewers. The heavy focus on sustainability, told from a very human standpoint, is well received, and as the brand has a strong role, it is also driving positive perceptions of Johnnie Walker. The emotional story is told in a way that feels understandable and as a result is translating into solid support that the brand is making strong strides towards a more sustainable ethos. Supported by a clear way in which the brand is facilitating action.