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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
