Johnnie Walker celebrates its 110th anniversary in 2018, and to celebrate, its Brazilian agency CP&B has taken its iconic "Striding Man" emblem on a walk through its history.
The campaign includes five collectible packaging designs created by the agency, featuring illustrations inspired by different moments in its history.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 Johnnie Walker added 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 five different looks are brought to life in an animation, seen here, produced by Vetor Zero, that pays tribute to the different decades in its design. The packaging will be available thorughout Brazil.
The campaign also includes a 10-meter digital screen at Sao Paulo airport with a motion sensor that allows the Striding Man from different decades to walk alongside people passing in front of the panel produced by the partner BizSys. There will also be a partnership with Spotify, where people will get to choose from the five versions of the Striding Man and enjoy a playlist curated to represent that year.