SITUATION

Johnnie Walker had lost its position as the most beloved whisky brand in Brazil. Additionally, they were also facing a decline in brand equity.

BRIEF

Our brief was to inspire the public to take bolder steps and never stop moving forward, inspiring them to internalize the values in Johnnie Walker's slogan "Keep Walking". We had to develop an idea that could lend JW cultural relevance, highlighting real stories of bold steps.

OBJECTIVES

Translate the meaning of "Keep Walking" for a new generation and reinforce Johnnie Walker's positioning by associating the brand with the story of a real person who took bold steps throughout their journey.

As a brand that values bold steps, JW decided to correct a historical error related to singer Alaíde Costa: one of the founding mothers of Bossa Nova, who’d been overlooked by major record labels and the media because she was a black woman.

We retold Alaíde's story, presenting her as "The Forgotten Mother of Bossa Nova". This was designed to grab people's attention, as we imagined they would be curious to discover this neglected figure at the heart of one of the country's most famous music genres.

The campaign caused a genuine national commotion, and was shared on social media by thousands of people, including many celebrities. In the end, we took advantage of this momentum to help Alaíde sing at Bossa Nova’s return to Carnegie Hall after 6 decades. The same venue that had overlooked her 60 years earlier, when Bossa Nova was introduced to the world.

The strategy was to grab people's attention by presenting Alaíde as "The Forgotten Mother of Bossa Nova". The artist who helped to create Bossa Nova, but was overlooked because of her skin color and social status.

We started by buying a two-page ad in the biggest newspaper in the country and turned it into an erratum, or correction, telling the singer's life story. Then we used social media to introduce Alaíde to newer generations.

With that material in hand, we started to approach celebrities, influencers and media outlets with a press kit containing information about the singer's story and the “erratum” ad.

Thousands of people (including celebrities) and several news channels started to share the news, and the campaign became a national hit. So we used that momentum to do what seemed impossible: bring Alaíde to finally perform at Carnegie Hall, 60 years later.

To kick-start the idea, we bought two pages in Brazil's biggest newspapers and did what anybody should do when something needs to be corrected: we wrote up an ad – in the form of an erratum, or correction– celebrating Alaíde’s career. The ad was a hit and got thousands of people interested.

Then, we kept up the conversation via social media, telling the singer’s story and presenting her to a broader audience.

Finally, we sent all that material to celebrities, influencers and news channels to spread the message even farther.

This strategy worked, and we achieved the impossible. In 1962, Alaíde wasn't invited to sing at Bossa Nova’s world debut at Carnegie Hall. With JW's campaign and a little help from the public, she was able to sing at that same venue in a show that paid homage to the genre, 60 years later.

The idea was a hit, both for Johnnie Walker and Alaíde. It caused a real national commotion and was shared on social media by thousands of people, including many celebrities.

We managed to put the spotlight back on Alaíde. And with JW's help, she was invited to sing at the show that paid tribute to Bossa Nova, at Carnegie Hall. The same venue where she’d once been forgotten.

Now, at age 88, Alaíde is finally getting what she always deserved.

+747% searches on Google.

+318% searches on YouTube.

+800% listeners on Spotify.

+500% invitations to perform at major venues.

+200% increase in her fee.

And Johnnie Walker also continued walking forward.

+ 64MM reach

174 different pieces of content created by influencers and PR

JW regained its lead as the most loved whisky brand in the country.

JW regained its lead as the most distinctive brand in the spirits category.