Johnnie Walker's tactical campaign denounces Mayan doomsday prophecy

Devised by BBH China, the campaign concept of ‘see you tomorrow’ aims both to belittle the doom-mongering about 21 December and galvanise people around the brand's 'Keep walking' spirit.

Netizens have been invited to participate in the ‘See you tomorrow’ movement by uploading a video of themselves speaking those words to Johnnie Walker's Weibo site.

Combining user-generated content (UGC) from consumers and filmed content, the final edit is aired on the site today. Digital execution and electronic public relations (ePR) were by OgilvyOne Worldwide Shanghai.

In addition, the campaign was anchored on an impactful illustration that derides various end-of-the-world scenarios, from giant-lizard attacks to alien invasions (above, detail here). The illustration was also displayed at the Johnnie Walker house in Shanghai.

"It calls on all of us to retain a sense of humour and perspective as we continue on our journey of progress in the world," said Wynn Zhang, senior brand manager, Johnnie Walker China. "Our intention was to show how the 'keep walking' spirit can overcome any adversity, even the supposed end of the world."

This tactical campaign is the third in a series by Johnnie Walker to further build the brand’s profile in China.

Credits:

Project: See You Tomorrow

Johnnie Walker team: Mark Edwards, Siew-Ting Foo, Wynn Zhang, Chloe Ling, Lawrence Law, Cindy Lim

BBH team:
Creative: Johnny Tan, Leo Zhang, Jeffrey Sun, Jay Qian, Nicola Chung, Woody Pan
Account Management: Finnian O'Neill, Zik Lu
Planner: Charles Wigley
Producer: Yilin Lin, Ken Wang, Ivy Shi

OglivyOne team:
Content & EPR: Jacky Chen, Landy Zhang
Account Management: Nora He, Nick Lee

Exposure: Online