Inside Johnnie Walker’s Next Chapter of ‘Keep Walking’
Inside Johnnie Walker's Next Chapter of 'Keep Walking'
As culture moves faster than ever, few ideas remain both iconic and relevant.

Johnnie Walker—the world’s No.1 scotch whisky brand and a global icon with over 200 years of heritage—has long stood as a symbol of forward momentum, defined by perseverance, purpose, and confidence.

The Striding Man logo and “Keep Walking” mantra have become cultural touchstones, reminding the world that progress is not defined by speed, but by the choice to keep moving toward a fuller, more meaningful life.

In recent years, the brand’s commitment to challenging the status quo has extended beyond whisky, evolving the “Keep Walking” campaign into a movement for collective progress. From reigniting optimism and reconnection after lockdowns to celebrating women who break barriers and funding their first-time achievements, each chapter has expanded the brand’s legacy and inspired people to keep moving forward together.

Now, as the brand enters a new era that reflects how the world defines and celebrates personal progress, Johnnie Walker shines a light on the power of the word “keep.” It is a call for persistence, encouraging people not to wait for the future to unfold but to create their own exciting paths forward.

Inspired by global social listening that revealed how people use “keep” to express resilience and hope, the new “Keep Walking” campaign brings this to life through evocative storytelling and powerful new creative.

As culture moves faster than ever, few ideas remain both iconic and relevant.

Johnnie Walker—the world’s No.1 scotch whisky brand and a global icon with over 200 years of heritage—has long stood as a symbol of forward momentum, defined by perseverance, purpose, and confidence.

The Striding Man logo and “Keep Walking” mantra have become cultural touchstones, reminding the world that progress is not defined by speed, but by the choice to keep moving toward a fuller, more meaningful life.

In recent years, the brand’s commitment to challenging the status quo has extended beyond whisky, evolving the “Keep Walking” campaign into a movement for collective progress. From reigniting optimism and reconnection after lockdowns to celebrating women who break barriers and funding their first-time achievements, each chapter has expanded the brand’s legacy and inspired people to keep moving forward together.

Now, as the brand enters a new era that reflects how the world defines and celebrates personal progress, Johnnie Walker shines a light on the power of the word “keep.” It is a call for persistence, encouraging people not to wait for the future to unfold but to create their own exciting paths forward.

Inspired by global social listening that revealed how people use “keep” to express resilience and hope, the new “Keep Walking” campaign brings this to life through evocative storytelling and powerful new creative.

"Keep Walking" with Johnnie Walker Blue Label
"Keep Walking" with Johnnie Walker Black Label
The Power of ‘Keep’—Emotion, Culture, and Connection

To showcase the evolution of “Keep Walking,” Johnnie Walker released powerful new creative and ad spots featuring striking visuals and soulful storytelling that celebrate the many “keeps” shaping each person’s unique journey of personal progress.

The new “Keep Walking” campaign debuted with a 30-second hero film by acclaimed director child and Melina Matsoukas, founder and creative executive producer of De La Revolución in association with PRETTYBIRD. 

Together, child and Matsoukas brought their interpretation of “Keep Walking” to life through a cinematic lens that is energetic, soulful, and visually striking. Their work celebrates the many ways people move their lives forward and features a collection of mini vignettes, with each scene emphasizing a different “keep” statement—including “keep searching,” “keep loving,” “keep believing,” and “keep becoming”—and the emotion behind it. Some take an emotive, metaphorical approach, while others are more slice-of-life. Together, they create a poetic collage of what personal progress both looks and feels like.

The “Keep Walking” campaign coincides with a period of refreshed energy for Johnnie Walker. Collaborating with progressive voices across music, fashion, and sports, the brand is reasserting its place in culture and celebrating its enduring spirit of progress through storytelling around its award-winning whiskies and renewed focus on icons like Johnnie Walker Black Label and Blue Label. From reimagined cultural moments to its global legacy, “Keep Walking” remains more than a campaign. It is the heartbeat of Johnnie Walker.

The Power of ‘Keep’—Emotion, Culture, and Connection

To showcase the evolution of “Keep Walking,” Johnnie Walker released powerful new creative and ad spots featuring striking visuals and soulful storytelling that celebrate the many “keeps” shaping each person’s unique journey of personal progress.

The new “Keep Walking” campaign debuted with a 30-second hero film by acclaimed director child and Melina Matsoukas, founder and creative executive producer of De La Revolución in association with PRETTYBIRD. 

Together, child and Matsoukas brought their interpretation of “Keep Walking” to life through a cinematic lens that is energetic, soulful, and visually striking. Their work celebrates the many ways people move their lives forward and features a collection of mini vignettes, with each scene emphasizing a different “keep” statement—including “keep searching,” “keep loving,” “keep believing,” and “keep becoming”—and the emotion behind it. Some take an emotive, metaphorical approach, while others are more slice-of-life. Together, they create a poetic collage of what personal progress both looks and feels like.

The “Keep Walking” campaign coincides with a period of refreshed energy for Johnnie Walker. Collaborating with progressive voices across music, fashion, and sports, the brand is reasserting its place in culture and celebrating its enduring spirit of progress through storytelling around its award-winning whiskies and renewed focus on icons like Johnnie Walker Black Label and Blue Label. From reimagined cultural moments to its global legacy, “Keep Walking” remains more than a campaign. It is the heartbeat of Johnnie Walker.

Energetic, evocative, and inspiring, the creative tells diverse stories of personal progress while reinforcing Johnnie Walker’s purpose rooted in unstoppable momentum toward a fulfilling life.
Energetic, evocative, and inspiring, the creative tells diverse stories of personal progress while reinforcing Johnnie Walker’s purpose rooted in unstoppable momentum toward a fulfilling life.
“Keep Walking” is more than a slogan. It is a cultural force and Johnnie Walker’s rallying cry that inspires progress, empowers people to choose their paths, and moves culture forward with purpose and confidence.
Energetic, evocative, and inspiring, the creative tells diverse stories of personal progress while reinforcing Johnnie Walker’s purpose rooted in unstoppable momentum toward a fulfilling life.
‘Keep Walking’ are two powerful words that have guided Johnnie Walker and inspired people around the world for more than two decades. We’re bringing new creative energy to evolve our ‘Keep Walking’ rallying cry, shaping the work through culture to resonate with a new generation of whisky drinkers. This campaign continues Johnnie Walker’s mission to build a global community united by a shared passion for progress and personal growth.
‘Keep Walking’ are two powerful words that have guided Johnnie Walker and inspired people around the world for more than two decades. We’re bringing new creative energy to evolve our ‘Keep Walking’ rallying cry, shaping the work through culture to resonate with a new generation of whisky drinkers. This campaign continues Johnnie Walker’s mission to build a global community united by a shared passion for progress and personal growth.
"Keep Walking" Johnnie Walker logo
About Johnnie Walker

Johnnie Walker is the world's No. 1 scotch whisky brand, enjoyed by people in over 160 countries. Since the time of its founder, John Walker, those who craft its whiskies have pursued flavor and quality above all else. Today's range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years, and Blue Label. Together they account for nearly 19 million cases sold annually, making Johnnie Walker the most popular scotch whisky brand in the world.  

Johnnie Walker Black Label bottle on gold background.
About Johnnie Walker

Johnnie Walker is the world's No. 1 scotch whisky brand, enjoyed by people in over 160 countries. Since the time of its founder, John Walker, those who craft its whiskies have pursued flavor and quality above all else. Today's range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years, and Blue Label. Together they account for nearly 19 million cases sold annually, making Johnnie Walker the most popular scotch whisky brand in the world.  

Johnnie Walker Black Label bottle on gold background.
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