Johnnie Walker unveils new ‘Keep Walking’ campaign

Diageo-owned Johnnie Walker has unveiled the evolution of its iconic ‘Keep Walking’ platform with a new global creative campaign that spotlights the everyday journeys of personal progress shaping contemporary culture. The refreshed campaign, which recently debuted in North America, will roll out worldwide in 2026 across streaming platforms, digital channels, paid socials and out-of-home media.

At the heart of the new creative is a renewed focus on the word “keep”, positioned as a powerful call to steady momentum, resilience and individual perseverance. Through extensive social listening that analysed more than 97 million “keep” conversations globally over the past year, Johnnie Walker identified six defining themes; motivation, action, communication, emotion, success and identity. These insights served as the foundation for a campaign that celebrates the “keeps” people embrace daily like keep playing, keep dreaming, keep trusting, keep searching, and more.

For over 25 years, Keep Walking has stood as a symbol of optimism and forward movement for the brand. While the platform has long championed collective progress, from post-lockdown reconnection to barrier-breaking communities, the latest iteration reflects shifting cultural behaviours and the rising desire for self-defined progress.

“‘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. By tapping into the emotional language of contemporary culture and celebrating the many ways people progress in their daily lives, we are strengthening the brand’s connection with drinkers globally and setting the foundation for the next era of progress.”

The campaign launches with a cinematic 30-second hero film directed by child., the Grammy-nominated filmmaker, alongside Melina Matsoukas, two-time Grammy Award winner and four-time MTV VMA winner, Founder and Creative Executive Producer of De La Revolución, in partnership with Prettybird. Through a series of expressive short vignettes, the film reflects the emotional reality that progress is rarely linear but always deeply personal. Each scene captures a distinct “keep” and the feelings behind it, forming a poetic, visually dynamic collage of human perseverance.

“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. Each story in the film celebrates that sense of forward motion, even when the path is not always clear.”

The refreshed campaign arrives at a pivotal moment for Johnnie Walker, as the brand expands its cultural footprint across music, fashion and sports; influential spaces driving whisky recruitment among new generations. With global partnerships such as the one with Sabrina Carpenter and reimagined cultural activations, Keep Walking continues to be the brand’s heartbeat and a timeless symbol of progress that resonates more strongly with each passing generation.