Throughout the campaign we tried to communicate a sense of nostalgia that acknowledged the past and celebrates the future. Haile Gebrselassie is an extraordinary and inspiring champion who has held 27 world records over an astonishing athletics career. Our aim was to follow him on an iconic run from very humble beginnings against remarkable odds to the apex of his achievements as a name that has been a long-standing inspiration for Africa.Our intention was to capture the brave message of Haile's journey in a very honest, humble and truthful way. We focussed on Haile in a world where he is surrounded by those he loves, but also sensed his isolation as an icon always driving himself and his community forward to the next level. This is very much in line with the pioneering spirit embodied by Johnnie Walker; Haile, despite the odds, continues to 'Keep Walking'.