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Johnnie Walker - Footsteps of Progress

DEPT® PROJECT
Johnnie Walker - Footsteps of Progress by DEPT®

credits

Title
  • Johnnie Walker - Footsteps of Progress
Entrant
  • DEPT®

About This Project

Summary

In Eastern Europe, women’s achievements are often overshadowed in a male-dominated narrative. Johnnie Walker, recognizing its female majority audience, launched the “Footsteps of Progress” campaign to highlight these women’s stories. By using AR experiences and influencer engagement, the campaign empowered women and started vital conversations on equality. Additionally, a symbolic shoe was created to inspire collective progress and change the narrative on gender equality.

Goals & Objectives

“Footsteps of Progress” aimed to highlight the achievements of women in Eastern Europe, making female trailblazers visible to young girls. With a predominantly female audience, Johnnie Walker sought to amplify women’s stories and foster empowerment in a male-dominated society.

Results & Impact

The campaign ignited events, media buzz, and significant business impact in Eastern Europe. Highlights include 37M impressions, 1.1M earned media, a 32% engagement rate, and 20% above benchmark traffic to the AR app. Net Sales Value increased by 77% in Romania and 99% in Bulgaria.

the team

João Inácio
  • Creative Director
  • DEPT®
Ana Rangel
  • Art Director
  • DEPT®
Annelied van de Weg
  • Copywriter
  • DEPT®
Martin Wong
  • Strategy Director
  • DEPT®
Lea Grissmer
  • Strategist
  • DEPT®
Emma Runevad
  • Strategist
  • DEPT®
Jessica Otero Ely,
  • Account Director
  • DEPT®
Angela Dana Teodorescu
  • Account Manager
  • DEPT®
Kristián Tankina
  • Project Manager
  • DEPT®
Dora Visky
  • Designer
  • DEPT®
Bart van der Hoorn
  • Designer
  • DEPT®
Immanuel de Jong
  • Designer
  • DEPT®
Sönke Schürmeier
  • Design Lead
  • DEPT®
Virginia Gutiérrez
  • Art Director & Designer
  • DEPT®
Melisa Yonkuc
  • Visual Designer
  • DEPT®
Flavius Budau
  • Visual Designer
  • DEPT®
Walter de Rosa
  • Motion Designer
  • DEPT®
Maxime Bigot
  • Motion Designer
  • DEPT®
Jack La Noyée
  • Video Editor
  • DEPT®
Lauren Chester
  • Director of Tech Projects
  • DEPT®
Maria Temneanu
  • Lead Tech Planner
  • DEPT®
Ashley Fletcher
  • Head of Creative Technology
  • DEPT®
Callum Fowler
  • Creative Technologist
  • DEPT®
Jagroop Sidhu
  • Junior Creative Technologist
  • DEPT®
Keo Match
  • Lead Designer
  • DEPT®
Denise Deak
  • Lead Designer
  • DEPT®
Ellie Aslett
  • Senior Lead Designer
  • DEPT®
Yulia Tyan
  • Head of Marketing
  • Diageo
Fejes Dora
  • Regional Senior Brand Manager Johnnie Walker
  • Diageo
Kocsonya Fanni Eszter
  • Brand Manager Whisky
  • Diageo
Márton Jedlicska
  • Executive Creative Director
  • Publicis Hungary
Ádám Nagy
  • Associate Creative Director
  • Publicis Hungary
Bence Csabai
  • Senior Art Director
  • Publicis Hungary
Tamás Veres
  • Senior Copywriter
  • Publicis Hungary
Dávid Knapp
  • Motion Designer /Editor
  • Publicis Hungary
Bálint Kovács
  • VFX specialist
  • Publicis Hungary
Gábor Kiss
  • Head of DTP
  • Publicis Hungary
Szalai Ferenc
  • DTP Operator
  • Publicis Hungary
Tamás Tarczy
  • DTP Operator
  • Publicis Hungary
Beatrix Magyar
  • DTP Operator
  • Publicis Hungary
Ágnes Hamza-Vetési
  • DTP Operator
  • Publicis Hungary
Miklós Vörös Vörös
  • Art Director
  • Publicis Hungary
Gábor Kismartoni
  • DTP Operator
  • Publicis Hungary
Gabor Varga
  • Chief Business Officer
  • Publicis Hungary
Christiane Boehm
  • Group Account Director
  • Publicis Hungary
Boglarka Boronkai
  • Senior Account Manager
  • Publicis Hungary
Ida Reich
  • Senior Account Manager
  • Publicis Hungary
Laura Götz
  • Account Supervisor
  • Publicis Hungary
Lili Fehér
  • Junior Account Manager
  • Publicis Hungary
Gabriella Szekér
  • Influencer Management
  • Publicis Hungary
Eszter Domonkos
  • Brand Strategy Director
  • Publicis Hungary
Orsolya Eidenpenz
  • Junior Strategic Planner
  • Publicis Hungary
Flóra Nánássy
  • Senior Account Manager
  • Publicis Hungary
Ferenc Hyross
  • Community Manager
  • Publicis Hungary
Erzsebet Botos
  • Senior SEO Client Manager
  • Publicis Hungary
Lili Koncz
  • Digital Project Manager
  • Publicis Hungary
Zsófia Jávor
  • Senior Project Manager
  • Publicis Hungary
Márton Pribék
  • Senior PR Consultant
  • Publicis Hungary
Márton Beck
  • Senior PR Consultant
  • Publicis Hungary
Erich Müller
  • Chief Creative Production Officer
  • Publicis Hungary
Dóri Rideg
  • Producer
  • Publicis Hungary
Anita Nemes
  • Production Manager
  • Publicis Hungary
Dorottya Piros
  • Production Assistant
  • Publicis Hungary
Nagy Lili Lilla
  • Modell
  • Publicis Hungary
Art Models
  • Casting Agency
  • Publicis Hungary
István Lábady
  • Photographer
  • Publicis Hungary
Ambrus Szentgyörgyváry
  • Photographer Assistant
  • Publicis Hungary
Krisz Jankai
  • Director
  • Publicis Hungary
Milán Bernáth
  • "Cosmic Bunuel" DOP
  • Publicis Hungary
Ciaran Jackson
  • Studio Manager
  • Publicis Hungary
István Berta
  • "Pistikó" Studio Coordinator
  • Publicis Hungary
Balázs Mihálka
  • Focus Puller
  • Publicis Hungary
Zsolt Tichy
  • Gaffer
  • Publicis Hungary
Tamás Vörös
  • Best Boy
  • Publicis Hungary
Krisztián Maráczi
  • Electrician
  • Publicis Hungary
Ferenc Nagy
  • SFX/Props
  • Publicis Hungary
Eszter Craciun
  • Make-up Artist
  • Publicis Hungary
Dávid Blanke
  • Hair Stylist
  • Publicis Hungary
Rozina Pusztai
  • Stylist
  • Publicis Hungary
Eperke Szabó
  • Stylist
  • Publicis Hungary
Natasa Weinek
  • Dresser
  • Publicis Hungary
Bence Mladin
  • Werk Video
  • Publicis Hungary
VP catering
  • Catering
  • Publicis Hungary
László Páger
  • Brand Packaging Specialist
  • Publicis Hungary
Bendegúz Szuts
  • Post Producer
  • Publicis Hungary
Vivien Katona
  • Editor
  • Publicis Hungary
Tamás Földes
  • VFX/3D Artist
  • Publicis Hungary
Ádám Töröcsik
  • 3D Artist
  • Publicis Hungary
Anna Stalter
  • Colorist
  • Publicis Hungary
Saatchi & Saatchi Romania
Outcast Bulgaria
PHD Media
OMD Romania