Johnny Walker - Walking With Giants

Johnnie Walker launched its global “Walking With Giants” print campaign in Mexico, celebrating determination and forward momentum as core brand values. TNT Latin America partnered with the brand to extend this platform into premium broadcast programming, requiring a culturally resonant adaptation that aligned with both global brand equity and regional audience expectations.

 THE CHALLENGE

The challenge was to translate static print messaging into emotionally compelling, narrative-driven on-air content without diluting brand equity.

• Adapt a global brand platform for broadcast execution

• Align brand attributes with local cultural figures

• Maintain premium network standards within TNT programming

• Integrate brand messaging organically into entertainment content

• Reinforce aspirational identity without overt product placement

MY ROLE

As creative lead and writer-producer on the integration, I:

• Designed the narrative extension strategy translating print positioning into broadcast storytelling

• Identified and codified key consumer attributes aligned to Johnnie Walker’s aspirational identity

• Structured each profile around a defining brand trait (e.g., determination, boldness)

• Led creative development, scripting, and on-air execution

• Managed client collaboration to ensure global brand integrity within regional adaptation

THE APPROACH

1. Cultural Alignment Through Artist Profiles

Rather than replicate print visuals, I designed a narrative extension using recognizable Mexican actors and directors featured within TNT’s programming slate.

Each segment asked viewers to consider defining traits — such as “What defines determination?” — then answered that question through storytelling centered on the featured artist.

2. Brand Attribute Reinforcement

By isolating specific brand traits and pairing them with real cultural figures, the campaign reinforced Johnnie Walker’s aspirational positioning while maintaining authenticity.

The brand became thematic rather than promotional.

3. Seamless Campaign Extension

On-air creative elements were designed to visually complement the established print campaign, ensuring continuity across media without redundancy.

OUTCOMES

• Successfully translated a global print platform into culturally localized broadcast storytelling within TNT Latin America’s premium programming environment

• Delivered narrative-driven brand integrations aligned to both global brand equity and regional audience context

• Reinforced advertiser partnership through concept-led cultural adaptation

• Demonstrated capability to operationalize global brand positioning across multi-market broadcast environments