Research revealed that for Nigerians ‘progress’, a key pillar of Johnnie Walker’s Keep Walking philosophy, was about improving everyday life.

A key everyday issue for Nigerians was pollution, with the main pollutant, PM2.5, one of the most harmful to human health.

Johnnie Walker wanted to help with the fight against air pollution, aiming to make an immediate difference whilst acting as a catalyst for positive change - educating citizens of Nigeria whilst inspiring other brands to play their part to tackle pollution.

The creative idea behind the ‘Black Ink’ campaign stemmed from the insight that progress, a core value of Johnnie Walker's Keep Walking philosophy, was deeply tied to improving everyday life for Nigerians. With air pollution being a major hindrance to the country's growth and development, Johnnie Walker saw an opportunity to use the power of its brand to start to tackle this "pollution pandemic."

The campaign's central idea was to turn the problem of air pollution into a solution with the application of technology to extract pollution from the air and convert it into Johnnie Walker Black...Ink.

The ink was given to Victor Ehikhamenor, a renowned artist known for his works that engage with multinational cultural heritage. His brief was simple: use it to create a media campaign that would get the country focussed on tackling pollution.

The population of Nigeria are wise to empty assertions. It was important for Johnnie Walker to not simply educate but also set out to make a tangible difference, however small, to start a big movement of change.

Partnering with a technology company (Air Ink) to develop a method for extracting air pollution and converting it into usable ink, which we then utilized in the creation of art. In the form of beautifully designed murals in high traffic locations across the city. With a message of progress.

Supported by events, social media, strategic partnerships and limited-edition production bottles designed – beautiful ceramic bottles, printed with the Black Ink.

Our strategy was to play an active role in the country's progress, addressing a critical issue while staying true to our brand values.

Johnnie Walker collaborated with Graviky Lab, an innovative tech company that had developed a method to extract air pollution from major cities using specialized air filtration devices, converting the pollution into Johnnie Walker Black...Ink.

Renowned artist Victor Ehikhamenor was commissioned to create stunning hand-painted murals in high-traffic areas with poor air quality to maximize the campaign's impact.

The campaign was promoted to spark conversations, with social media and OOH extensions playing a crucial role in generating significant buzz and earned media coverage.

Limited-edition Johnnie Walker ceramic bottles, designed to be highly desirable and collectible, served as symbols of progress. The bottle artwork was printed using Johnnie Walker Black Ink, further emphasizing the campaign's message.

The Johnnie Walker Black Ink campaign:

1. Educated over 17 million people about sustainability, a first for Nigeria.

2. Removed the equivalent of 40,000 minutes of pollution from nearly 1000 cars (Source: AirInk).

3. Increased associations of Johnnie Walker as a brand of progress, reinforcing its "Keep Walking" philosophy

4. Spontaneous Awareness +17.4%

5. 'A brand leading the way' +3.3%

6. Product trial +12.2%

7. The limited-edition bottles featuring the pollution-derived ink sold out within a week, becoming the fastest-selling drink on online retailers.