The Keep Walking City Collection showcases San José among nine featured cities and exemplifies Johnnie Walker's pledge to create a sustainable impact through strategic collaborations. A prime example of this is the partnership with Graviky Labs, where pollution is transformed into ink for the design of a special edition bottle, pushing the envelope of sustainable practices.

This campaign spotlights urban environmental consciousness and fosters community involvement by encapsulating the unique spirit of each city with local artistic interpretations. It underscores Johnnie Walker’s enduring commitment to fostering positive change and invites the public to join the urban sustainability movement.

In line with Costa Rica's eco-friendly initiatives, the campaign tackles urban pollution and advocates for a greener, pedestrian-friendly cityscape. It reflects Johnnie Walker’s integrated approach to marrying product innovation with a social conscience, strengthening the brand’s worldwide narrative of ongoing progress and dedication to environmental care.

Making San José a more Walkable City: restore two meters of path in “Parque de la Paz” for each bottle sold.

A unique and creative approach to promoting sustainability. Johnnie Walker’s Air-Ink special edition bottle, crafted from pollution-derived ink created in MIT Lab by Graviky Labs, symbolizes environmental innovation, encouraging consumers to participate in restoring pathways in San José. The campaign integrates private companies by using Graviky Labs Air-Ink technology and community involvement by collaborating with "Rutas Naturbanas," a citizen initiative, to bring about tangible changes in the city’s walkability. This creative idea goes beyond conventional product launches, inviting the consumer, a city initiative, and the government to play a role in making San José a greener and walkable city.

Our campaign is all about combining our motto, 'Keep Walking,' with our admiration for the energy of city life. We understood that people in Costa Rica weren’t too happy with the sidewalks and roads around San José, which made it hard to enjoy the city's vibe. We wanted to change that. Our special bottles, designed by Christian Wedel, showcase the cool features of San José, but we knew that to appreciate them truly, the walking experience had to improve. That’s why we partnered with Rutas Naturbanas to create better pathways, one bottle at a time, helping people to rediscover and enjoy walking through the city as our campaign encourages.

The campaign rolled out with a dynamic 360° strategy, highlighting our partnership with Rutas Naturbanas. The kick-off event featured the official handshake between the parties in front of VIPs, including Costa Rica's Vice President.

The campaign spread with OOH, raising awareness, collaborating with influencers to showcase San José's allure, AR experiences for closer looks at the bottle's artwork, and eco-friendly bottlenecks. Pop-up shops and strong digital media increased our efforts. We also got people involved by tying bottle and merchandise sales to fund Parque de la Paz's facelift, a big step towards sustainability for Johnnie Walker.

Our work in the park began with a study to craft a master plan. We dug into the park’s current use, picked out sustainable materials to fix the paths, and made plans to protect local plant life. Plus, we're working hand in hand with “Tu Ciudad tu Lienzo” to bring art into the park.

The Johnnie Walker Air-Ink partnership with Rutas Naturbanas marks a transformative venture into urban sustainability, directly aligning with SDG 11's objectives to develop inclusive, safe, resilient, and sustainable cities.

Enhancements include over 4 kilometers of multi-use paths and 850 m² of reinvigorated green spaces, affecting approximately 76,000 residents and countless native and migratory species that inhabit the park's 33 hectares. This campaign demonstrates a pivotal shift in brand philosophy, embracing global sustainability targets and fostering vibrant urban spaces that thrive as centers for ecological and communal well-being. Johnnie Walker will contribute over the next 5 years to the revitalization valued at $500.000.

As part of this initiative, crucial collaborations have arisen with the France Climate Fund, extending the initiative’s impact to promote more sustainable developments. This reinforces Johnnie Walker's brand values and contributes to a broader movement towards sustainable urban planning, setting a precedent for the future.