JOHNNIE WALKER BLACK LABEL - BOLD STEPS WITH Diet Paratha & SIMONE ASHLEY

Building on Johnnie Walker’s ‘Keep Walking’ spirit of progress, agency created ‘Bold Steps’, a campaign platform celebrating voices driving meaningful change within their communities.

For year one, agency cast actress and change maker Simone Ashley to tell her story and celebrate new South Asian creative talents that are widening representation. To drive true change for the British South Asian community and empower the next generation of talent, we partnered with collective Diet Paratha to open up access for the community via the Diet Paratha Family Tree Mentoring programme as well as inviting artists and designers to create a limited-edition bottle design inspired by their own creative expression.

The campaign launched with a short film with creative direction from Simone Ashley, Diet Paratha and filmmaker Kajal. Assets were utilised across talent channels, organic influencer social, generating 14m views.

Agency placed over 40 pieces of coverage in top tier media titles including Vogue, Forbes, Grazia, WWD, Hypebae, 10 Magazine & more.