Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film–“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga–references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
Credits
Client Diageo Product/Brand Johnnie Walker Agency AlmapBBDO Marco Giannelli, aka Pernil, chief creative officer; Fernando Duarte, Henrique Del Lama, executive creative directors; Bella Eger, Renata Carignani, Yasmin Oliveira, creatives; João Gabriel Fernandes, chief strategy officer; David Gross, Erika Moulin de Souza Pires, Flávia Fernandes Antoniolli, Isabela Craveiro Crajoinas, Ana Cecilia Carvalho Rodrigues, strategy; Marcela Ramos, Mariana Queiroz Silva, content; Rafaela Alves, chief data media officer; Renata Caovilla, Amanda Siqueira, Nathalli Nascimento, Cauan Araujo, Luan Menon, media team; Diego Villas Bôas, Vera Jacinto, Marcia Granja, producers. Production Company Surreal Hotel Arts Lu Villaca, director; Alex Vecchi, DP; Akassia Goncalves, 1st AD; Sandro Galvao, Steadicam; Carlão Busato, CCO; Cris Chacon, COO; Milena Trindade, executive director; Mafe Cicaroni, head of production; Bruno Cerqueira, head of creative; Carol Fernandes, Deinha Lopes, heads of postproduction; Karina Ambaile, line producer; Luana Demange, art director; Gabriela Reis, costume designer; Ana Carolina Duraes, location producer; Ana Alegretti, Bruna Brito, Beatriz Prado, coordination of production; Luis Michelazzo, creative director; Alex Ulhoa, Vitor Matheus, Victória Silva, Sol Ômigra, creative and research team; Leandro Ferreira, video editor; Marcos Camurati, finishing editor; Victor Cohen, editor; Igor Luiz, editor assistant. Color Bleach Diego Morone, VFX. Audio Production Cabaret Leticia Medeiros, music producer & finishing; Guilherme Azem, composer; Gab Scatolin, mixing. Alice Braga Staff Rita Lazzarotti, stylist; Mario Marques, makeup
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
