Campaign objective: to develop a voice in Chinese popular culture and give Johnnie Walker an ‘always on’ approach.

Target: China’s young progressives. Drawn largely from the 80’s generation they are a questioning /outspoken group.

Core message: For The Mayan ‘Apocalypse’ (the notion that the world would end on December 21st 2012 ) we simply said ‘See you tomorrow:’ a phrase that both belittles the doom-mongering about 21st December and galvanizes people around the Keep Walking spirit.

For this specific Paralympics campaign, we utilised Chinese characters. Many are pictophonetic: one element in a word indicates the meaning and the other, the sound e.g. characters representing actions that utilise the feet like “jump” or “stride” all contain the strokes for “foot.” The headlines omit the set of strokes for “hand”, “foot” or “eye” from the body copy. They are still comprehensible, conveying the conviction message despite these omissions.

During the campaign period: From August 29th to September 11th the campaign has recruited 71,884 more followers on the brand’s social network website. Total number of sharing reached 200,000 people.