Johnnie Walker Revamps Iconic ‘Keep Walking’ Campaign With Fresh Insights and New Film.
Johnnie Walker has launched the latest evolution of its long-running global “Keep Walking” campaign, marking a refreshed creative direction for the Scotch whisky brand. The new film debuts first in North America before expanding globally in 2026 across streaming, digital, paid social, and out-of-home media. The refreshed campaign highlights personal journeys of progress and aims to connect with both longtime fans and a new generation of whisky drinkers.
Insights From 97 Million ‘Keep’ Conversations
The updated campaign centers on the word “keep,” with creative themes derived from extensive social listening of more than 97 million global conversations over the past year. Six recurring themes—motivation, action, communication, emotion, success, and identity—shaped the film’s narrative, which celebrates everyday moments of forward momentum such as “keep dreaming,” “keep playing,” and “keep searching.” According to Johnnie Walker, this refresh reflects cultural shifts since the brand’s previous focus on collective progress following global lockdowns.
Consumer Trends Reflect New Definitions of Progress
The company references McKinsey & Company’s State of the Consumer 2025 report, which notes a growing trend toward self-focused leisure time, personal hobbies, and nontraditional markers of achievement. This research suggests that consumers increasingly value individual fulfillment over conventional milestones. “‘Keep Walking’ has powered Johnnie Walker for more than two decades, guiding our leadership in whisky and inspiring millions around the world,” said John Williams, Global Head of Whisk(e)y at Diageo. “Today, people define progress on their own terms. This campaign reflects that shift and gives ‘Keep Walking’ new meaning for a new generation.”
New Film by Grammy-Nominated Directors
The campaign launches with a 30-second hero film created by Grammy-nominated director child. and Grammy-winning director Melina Matsoukas of De La Revolución, produced with PRETTYBIRD. The film is composed of cinematic vignettes representing various “keeps,” portraying progress as personal and nonlinear. “Our intention was to reimagine ‘Keep Walking’ for today,” said child. “The word ‘keep’ felt like an invitation and a reminder that personal journeys take many forms.”
Strengthening Cultural Ties Across Music, Fashion, and Sports
According to the brand, the campaign rollout coincides with an expanded presence in music, fashion, and sports. Current initiatives include partnerships with artists such as Sabrina Carpenter and new culturally driven brand activations. Johnnie Walker states that “Keep Walking” remains core to its identity and continues to serve as a symbol of progress for each new generation of drinkers.
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