| Titolo | Carpet - Long version |
| Agenzia | Anomaly |
| Campagna | Fabric of Film |
| Cliente | Diageo |
| Marca | Johnnie Walker |
| Data di Prima Diffusione/Publicazione | 2023 / 3 |
| Trama | As a brand that has stood for progress for over 200 years, Johnnie Walker has been on a journey to drive progress for women's equality across business, entertainment, sports and public service To help foster equity within these spaces, we launched the Johnnie Walker First Strides initiative (https://www.johnniewalker.com/en-us/firststrides/), a five-year commitment to celebrating and enabling the organizations and individuals taking bold strides to push culture forward. This year, the brand’s First Strides initiative focused on highlighting under-represented women in the film industry through our Red Carpet Strides campaign. We had two objectives in mind: 1. to raise awareness about the film industry’s gender gap, and 2. to help close it by encouraging and enabling consumers to watch more women-made films. |
| Filosofia | We celebrated women-made films throughout March, with all of our communications uniting under one rallying cry: watch more women-made films. Because when more people watch women-made films, more get made. We launched a successful partnership with streaming service MUBI, promoting female directors; we placed strategic OOH media in key locations around Hollywood; we projected our message in over 200 movie theaters around the country; we created a intimate at-home viewing experience on social, using influencers and cocktail kits; and we partnered with talent, like Laura Dern and Chloé Zhao, to amplify the voices of changemakers in the industry. |
| Problema | In 95 years of the Oscars, only three women have won the Academy Award for Best Director — and none were nominated in 2023. To recognize all the incredible talent who would not walkHollywood’s red carpet, we wove our own carpet, honoring the trailblazing strides of seven filmmaking women. We worked with a team of fine artists, female textile workers, and the filmmakers themselves to bring our carpet to life It was unveiled at Women In Film's and Vanity Fair's iconic Oscars parties. |
| Risultato | Overall, the Red Carpet Strides campaign has generated impactful conversation across the media landscape, producing over 90 placements, 66.5m media impressions, and 1.9 billion earned impressions to date. Since launching the First Strides initiative in March 2022, Johnnie Walker has contributed $1M+ to support women's progress. |
| Tipo di Media | Case Study |
| Lunghezza | |
| Global CEO | Karina Wilsher |
| Partner CEO NY & TOR | Franke Rodriguez |
| Managing Partner Account Management | Damien Reid |
| Global Chief Creative Officer | Mike Byrne |
| Head of Strategy | Laura Rowan |
| Group Business Head | Morgan Murray |
| Account Director | Patrick Lynch |
| Account Supervisor | Isabella Hasson |
| Account Executive | Maya Villiers |
| Group Creative Director | Leanne Amann |
| Art Director | Jay Russaw-Levesque |
| Copywriter | Sydney Lemens |
| Copywriter | Victoria Trow |
| Designer | Quang Bui |
| Strategy Director | Em Pfitzinger |
| Communications Strategy Director | Taylor Chrien |
| Senior Strategist | Paola Garces |
| Senior Producer | Lily Ellis |
| Seniors Business Affairs Manager | Meredith Thornhill |
| Senior Project Manager | Alasandro Fenston |
| Digital Marketing Agency | HUNTER |
| Managing Director | Dom Benigno |
| Vice President (VP) | Patrick Rizzuto |
| Senior Account Executive | Ally Cerini |
| Senior Account Executive | Zara Biggs |
| Senior Account Executive | Francesca Cherchio |
| Account Coordinator | Haley Mykytka |
| Marketing Agency | STARPOWER |
| Vice President (VP) | Shirin Kuncham |
| Senior Vice President | Jennifer Hoffman |
| Director | Pamela Ciprian |
| Coordinator | Lily Horton |
| Media Agency | phd New York |
| Client Business Lead | Emma Rogers |
| Global Director | Jay Gladden |
| Group Planning Director | Steven Salazar |
| Strategy Supervisor | Keri O'Brien |
| Strategist | Julia Baum |
| Assistant Strategist | Joey Barnes |
| Digital Lead | Johnny Chappell |
| Digital Director | Eric Hoffmann |
| Digital Associate Director | Goeff Laurel |
| Digital Supervisor | Brandon Gomez |
| Marketing Agency | PROOF MEDIA MIX |
| President | Chuck Corcoran |
| Chief Operating Officer (COO) | Tom Mattes |
| Account Manager | Cherisse Cooley |
| Director of Production Services | Matt Porreca |
| Director of Production Services | Nick Binbeutal |
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