Johnnie Walker has created the Keep Walking Together movement to give visibility and recognition to the people who work in the live music industry and raise awareness of the hard work they do, while giving consumers the opportunity to enjoy live music safely and discover new bands.

Music has always been our eternal companion. It has been by our side in good and bad times, helping us to face all kinds of situations. In 2020, live music was one of the industries that faced a difficult position due to the pandemic.

This has affected not only musicians and those we see on stage, but also everyone who works behind the scenes. We may not put a face on them, but their work makes possible the magic that happens on stage. During this very difficult year, Johnnie Walker did not want anyone to remain invisible and forgotten. That's why the brand has created the "Keep Walking Together" movement. Dani Martín, one of the most famous musicians in Spain became part of the project as the ambassador responsible of spreading the “Keep Walking Together” message.

Music is one of the industries that has suffered the most during the pandemic. Especially live music and all the people who make it possible. Concert venues were closed, festivals were cancelled, restrictions did not allow us to enjoy live music the way we used to.

These facts were devastating considering that music in digital format and online concerts on social networks has given us many good times while going through these difficult times. Today, we are trying to get back to normal, and live music is slowly making its way back into our lives.

Johnnie Walker, with its Keep Walking Together movement, has participated in the comeback of the music sector, giving visibility to those who are part of the business but whose work often remains in the background, such as the backstage staff, where the music comes to life.

The project started in January 2021 and ended up in June 2021.

Giving visibility to this problem in the music industry was not the only action lead. The brand also created a series of active aids addressed to consumers in Madrid (Spain), such as guitar workshops or concerts with new emerging bands. Johnnie Walker actively supported the live music sector, while offering the consumers the opportunity to safely attend concerts again.

Additionally, several emerging artists and representatives of different music guilds created video pills, urging personalities of all kinds who want to be part of the "Keep Walking Together" movement.

LOS 40, one of the most important radio stations in Spain, partnered with the brand to amplify the message and reach a massive audience. The media supported the movement by broadcasting concerts streaming for those who could not attend.

• +300 spectators at the concerts

• 47M reach

• 2.3M video content views

• 863 publications in media and social media

• Broadcast of the concerts in streaming with +5k attendees