JW wanted to reinforce the bond with music lovers with a new approach going beyond the standard communication building brand love by portraying life stories. Sparking the narrative around how important it is for the music scene to understand and embrace diverse and not-so-big artists. Because being part of a richer music scene means being part of a richer society.

The challenge was to get the brand closer to the music world and the love that comes with it. With this campaign the brand did not only want to tell stories but also work on diversity. The end goal was to drive a more collective progress in society, through music.

The more diverse the artists, the more diverse the stories and the more diverse the examples and role models, the more each of us changes, the more each of us is inspired, and that is how we move forward collectively

Dani Martin has been the cross-cutting figure in all projects.

A musician well known and loved for his down to earth personality and not polarizing speech; Highly appreciated by the musical industry for his values, which he has carried as a banner: humility, connection, altruism and credibility.

In this project he lends his fame to others, so that others can shine; in the episodes he doesn't, he speaks and he listens, while others show their music.

“Keep Walking: El Camino” is an 8-episode documentary series in which Dani Martín talks with various artists about their different paths in music and how they represent different notions of success. Topics such as failure, impostor syndrome, beginnings, frustrations, feminism, family, fears... appear between their musical lives. As a final touch, each artist performs an original song inspired by Antonio Machado's poem “Caminante, no hay camino,” demonstrating that paths, like music, are multiple.

The brand must look for a unique, differential, and active form to make its way in the territory: to commit itself to collective progress in music, through the values of Keep Walking.

The main objective was to redefine success, by showcasing diverse artists, stories, paths and notions of triumph.

For this, the choice of the 8 artists to interview was crucial. Very different stories from the perspectives of ethnicity, gender, age, musical genre, relationships with the industry... that could be unraveled thanks to Dani Martin's empathy. Stories capable of connecting with the viewer and keeping him hooked to the format.

In this way, our strategy also included an effective media mix and within this need we elaborated a 3 out of 4 multimedia approach to give visibility to key messages at key moments through CTV, music, OOH, and digital video and native activations to drive people to watch the episodes.

Impact of the first season:

o Episode 1 in the Top10 of the most viewed documentaries on Movistar+ and the most viewed among branded content productions.

o +200k views of the full episodes on YouTube, more than 300 comments and 100% positive sentiment. The Episode 1 advertising piece reached the highest VTR in Diageo's history (92.40%)

o 3.7M reach on Spotify

o +218K Earned engagement through collaborations with specialized influencers like Arturo Panigua.

o +69 publications in general media, supplements, lifestyle, cinema and music with a PRvalue of €1.8M

Impact on business:

o Johnnie Walker went from #4 Whiskey to #1 in 2 years, leading the category for the first time.