The Lovie Awards 2024 - Silver - Best Integrates Campaign
The Lovie Awards 2024 - People's Choice
The Lovie Awards 2024 - 3 Shortlists: Best Social Impact Campaign | Branded Content | Art, Culture & Heritage
The Lovie Awards 2024 - People's Choice
The Lovie Awards 2024 - 3 Shortlists: Best Social Impact Campaign | Branded Content | Art, Culture & Heritage
Breaking barriers
Despite the prevalence of female whisky drinkers in Eastern Europe, ads across the region remain largely masculine, reflecting a deep-rooted perception of whisky as a part of “man’s world.” In response, Johnnie Walker embarked on a mission to support women across Eastern Europe.
After spending time with locals, it was clear that women’s paths are chosen for them in Eastern Europe. Their time is spent on being who they must be, not who they could be.
Our challenge was to disrupt these long-standing narratives and empower women to carve their own paths.
After spending time with locals, it was clear that women’s paths are chosen for them in Eastern Europe. Their time is spent on being who they must be, not who they could be.
Our challenge was to disrupt these long-standing narratives and empower women to carve their own paths.
The movement had to come from local women themselves. As we spoke with them, one thing stood out: local female role models–inspiring teachers, moms, inventors, politicians, and rockstars remained footnotes.
Joined by local celebrities, we handed women the mic to share their stories of progress, launching Footsteps of Progress to showcase the untold achievements of Eastern European women.
Joined by local celebrities, we handed women the mic to share their stories of progress, launching Footsteps of Progress to showcase the untold achievements of Eastern European women.
We utilized both online and offline platforms to bring these stories to light. Leveraging AR experiences and influencer partnerships, we sparked a much-needed conversation about female empowerment in the region.
But we didn’t stop there. We also launched Sneaker of Progress, a special edition shoe. Each shoe box featured a tearable ribbon, symbolizing the breaking of barriers. All profits from the shoes went to local female empowerment groups in the region, making Footsteps of Progress an unstoppable catalyst for change.
But we didn’t stop there. We also launched Sneaker of Progress, a special edition shoe. Each shoe box featured a tearable ribbon, symbolizing the breaking of barriers. All profits from the shoes went to local female empowerment groups in the region, making Footsteps of Progress an unstoppable catalyst for change.
DEPT® Agency Team
Creative Team
João Inácio, Creative Director
Ana Rangel, Art Director
Annelied van de Weg, Copywriter
Strategy Team
Martin Wong, Strategy Director
Lea Grissmer, Strategist
Emma Runevad, Strategist
Lea Grissmer, Strategist
Emma Runevad, Strategist
Client Service Team
Jessica Otero Ely, Account Director
Angela Dana Teodorescu, Account Manager
Kristián Tankina, Project Manager
Design Team
Sönke Schürmeier, Design Lead
Virginia Gutiérrez, Art Director & Designer
Dora Visky, Designer
Sander van Lit, Designer
Mehdi Assem, Creative Producer
Melisa Yonkuc, Visual Designer
Flavius Budau, Visual Designer
Walter de Rosa, Motion Designer
Maxime Bigot, Motion Designer
Amor Meijer, Video Editor
Jack La Noyée, Video Editor
Tech Development - AR
Lauren Chester, Director of Tech Projects
Maria Temneanu, Lead Tech Planner
Ashley Fletcher, Head of Creative Technology
Callum Fowler, Creative Technologist
Jagroop Sidhu, Junior Creative Technologist
Keo Match, Lead Designer
Denise Deak, Motion Designer
Ellie Aslett - Senior Lead Designer
