For the first time in the Keep Walking global saga, the brand created a platform for the millennials where they were asked to re-define what Keep Walking Lebanon means to them. The visions of an ambitious generation would be displayed in the first ever Expo curated by the whisky brand, a first for the brand across markets. The Expo highlighted immersive installations, audio-visual stories, innovative fashion creations and architectural projects all meant to create positive solutions to Lebanon’s myriad of problems. Their ideas were brave, they pushed boundaries, were modern in their thinking, but most importantly they managed to re-ignite in the Lebanese a forgotten hope for their country.

For over a decade, the Keep Walking Lebanon mantra inspired the Lebanese to keep their country moving forward despite a recurrent series of obstacles. At first the brand celebrated iconic Lebanese giants who had already succeeded in their respective fields: From the Oscar-winning Lebanese composer Gabriel Yared; World renowned fashion icon Elie Saab; The provocative architect Bernard Khoury; to the first ever Arab female director nominated at the Oscars: Nadine Labaki. The strategy then shifted to celebrating the collective resilient spirit of the Lebanese nation as a whole in times of acute paralysis. For the 2018 edition of the campaign it was time to shift the focus to the future of the country: The Lebanese millennials. A generation that refuses the idea of building their future abroad and instead who want to stay in their country and find ways to improve the lives of all the Lebanese.