CP+B's New Johnnie Walker Packaging Marks 110th Anniversary of the Striding Man

To celebrate 110 years of the Striding Man, Johnnie Walker’s icon, CP+B created a complete and integrated campaign inspired by the landmark years in the history of the brand.

“Such a powerful icon as the Striding Man has a history that deserves to be told in an innovative way.We created a fully integrated campaign aimed to show the evolution of that history to the fans of Johnnie Walker, whether through collectible packaging, promotions at bars, animations, urban interventions or numerous types of content for both social and print media,” explains Marcelo Rizério, creative director, CP+B Brazil.

Celebrations for the anniversary of the icon were kicked off with the launch of five collectible packaging designs created by CP+B, featuring illustrations inspired by memorable moments along the path of the Striding Man: 1908, the year the icon was created, is inspired by art nouveau; 1929, the first time the symbol was redesigned, is a reference to oil painting; 1970, the year that the logo became a pop culture icon, alludes to silk-screen printing; 1996, when the Johnnie Walker family had the addition of the Green, Gold and Blue Labels, recalls CRT TV sets and VHS; and finally, 2018, the year of the 110th anniversary, has a minimalist design.

The historic packaging designs are currently being sold at hundred of points of sales all over Brazil. And at the Diageo e-commerce website: www.thebar.com

The illustrations now come to life through an animation produced by Vetor Zero, a tribute to the famous line “Keep Walking”. 

The musical reference of each year will be recalled through a partnership with Spotify, where people will get to choose from the five versions of the Striding Man and enjoy a playlist customized by the music streaming platform. 

Furthermore, a 10-meter digital screen is being installed at the Sao Paulo airport, including a motion sensor that allows the Striding Man from different times to walk alongside people passing in front of the panel. 

The communications effort created by CP+B will also be carried out across 310 OOH locations in Latin America. And magnets following the same visual identity as the historic packaging designs, is being distributed in hundreds of bars, with classic cocktail recipes containing whisky.