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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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
Ford shared details of its campaign across Europe to cement the relaunch of its legendary Capri nameplate as an electric vehicle, following a provocative and successful unveiling earlier this year.
Developed by Wieden+Kennedy London, the “Mischief Rewired” campaign initially premiered on U.K. TV screens from Boxing Day (12/26), disrupting modern ad breaks with vintage ads from the Ford Capri archives--rewired with a bolt of modern mischief. Now, the full three films are fully rolling out across Europe, including this one titled “Prowl” in which panthers stalk the car as it drives through the desert.
From the 1960s to the 1980s, the Ford Capri was the car of choice for stuntmen, musical icons and movie stars. Now, these films--directed by Fredrik Bond of MJZ, with Academy Award-nominated Rodrigo Prieto as DP--tell audiences that the legend is back in an all-new, electrified and mischievous form for the modern era.
Pete Zillig, director of marketing, Ford in Europe, commented, “When you say ‘The Legend is back’ you need to be all in. What better way to do that than use some of those classic old Capri ads as a springboard into Capri’s electric future. Very proud of this brave work that stands out boldly in a sea of EV sameness.”
David Colman, creative director at Wieden+Kennedy London, said, “To relaunch the Capri as a new electric vehicle, we wanted to tap into its iconic past. From its role as the go-to car for stuntmen to its appearances alongside music legends and movie stars, the Capri was a symbol of excitement, individuality, and style. The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them. With... Read More
