Johnnie Walker, the world’s number one Scotch whiskey, has launched a new campaign, ‘Walk Beyond’, based on the brand’s Keep Walking ‘collective progress’ message.

The campaign establishes a new platform for unexpected and never-before-seen collaborations, combining daring multiple hyphenations to create daring acts that advance local subcultures.

Spearheading this new platform for new and unexpected collaborations are cultural trailblazers and subcultural leaders who can spark new movements through community access, insight and expression.

“The Walk Beyond campaign seeks to create a platform that accesses and partners with subcultures and communities that influence contemporary culture to connect more people and foster meaningful experiences that create positive impact. We are focused on building,” explains Merrell Beltran, Diageo Philippines Cultural Marketing Manager. and advocacy.

“Walk Beyond” will be staged across Southeast Asian countries, including the Philippines, from April 2023 through a series of regionally-relevant performances delivering cultural-defining moments.

Join an all-new concert experience as Johnnie Walker transports the audience to the Metaverse

The first of these initiatives will be Johnnie Walker’s first-ever real-time VR and AR concert in the Metaverse, where the brand will traverse digitally-driven platforms and experiences to engage with people around the world in authentic and engaging ways. You will be connected. Produced in partnership with Hypebeast, the virtual concert will take place on June 9 and will be headlined by Johnnie Walker Philippines Ambassador James Reid and Korean singer Hyoyeon.

Access to the Metaverse Concert will be given to those who purchase a Black Label bottle from Diageo official stores on S&R, 7-11, Lazada or Shopee, scan the QR code on the bottle and enter the raffle online. Only 20 lucky winners will receive VIP access to the concert event and his two exclusive Meta Quest VR headsets to use to watch the event.

Johnnie Walker Collaborates with Manila’s Emerging Roller Skating Community

Fusing the sound and style of Pinoy pop with rollerskating, Johnnie Walker is produced in partnership with Vice, a global media platform dedicated to spreading the voices of art, culture and contemporary society. A documentary series titled Rhythm & Roll will also be released. .

The series follows James Reed taking to the streets with his all-Filipino skating team, Skatebomb Girls, exploring Manila’s emerging skating community and promoting a new wave of female-led street culture.

Viewers can watch this content series on the Vice website in May 2023. The content will be released with a new song by James Reid and a music video featuring his Skatebomb Girls, Roller’s all-Filipino team.

Enabling more communities and subcultures to take bold steps through Walk Beyond

Through the Walk Beyond platform, Johnnie Walker has taken a pioneering step in cultural progress.

Even after its launch, Johnnie Walker will continue to collaborate with local communities and subcultures to enable bolder initiatives and mobilize other creators to showcase their skills.

“Building platforms for expression and collective progress is one of Johnnie Walker’s global missions, and as we explore the unique opportunity to platform their stories that lead to positive and meaningful change, , is keen to continue collaborating with various artists,” Bertrand added.

Stay up to date on events and announcements by following Johnnie Walker on Facebook and Instagram.