Iconic Scotch brand Johnnie Walker is calling on the Lebanese to “Keep Your Flame Alive” as a part of its Keep Walking campaign.
“The new campaign’s theme focuses on the force in each and every one of us that keeps us walking and ignites our passion to persevere and continue achieving in Lebanon despite all,” said Marwan Badri, region director of Diageo, the maker of Johnnie Walker.
The campaign, which calls on Lebanese to share inspirational messages of hope and perseverance on social media under the #KeepWalkingLebanon tag, was launched at nightclub B0-18 last week, in front of more than 300 Lebanese notables and journalists.
In keeping with the uplifting message of the campaign, the event was luxurious and bright, a stark contrast to the normally gloomy nature of the underground club.
Johnnie Walker’s campaign was introduced with a video showing a bright flame, beaten and battered by storms, but persevering.
The video was followed by a fire calligrapher, who used the guests’ social media messages as the basis for a live performance.
Fans can see their #KeepWalkingLebanon tweets transformed into fire, as the artist will continue working for the next two weeks, with the results posted on Johnnie Walker’s Facebook page.
More than just a marketing campaign, the company is seeking to create a “platform for national engagement to inspire the public and foster a spirit of hope despite strife and instability.”
“Lebanon will keep on walking and the flame will always stay alive,” the company said in a statement.
