Communication · ROOTS PR
Johnnie Walker: Joy will take you Further
Reframing success as something to enjoy, not just earn, told through one photographer’s climb up an active volcano.
- 23,000 Organic views
- 14,000 Likes
The Challenge
Joy over grind.
The brand wanted to challenge the idea that hard work alone is the key to success, celebrating both big and small wins and the joy of each step forward. That mindset shift was a tall order in a region where tradition and conservative values run deep.
The Solution
One climb, told in real time.
The strategy centred on a local influencer who lived the philosophy: Keow Wee Loong, an adventurous photographer known for capturing images in exotic, demanding environments. A social campaign documented his expedition to Mt Bromo, an active volcano in Indonesia, as its centrepiece.
The Impact
Authenticity that travelled.
The Facebook video and social content drew 23,000 organic views and nearly 14,000 likes , while Wee Loong’s Mt Bromo photography earned coverage across local and international media. Audiences responded to his genuine passion and willingness to chase the extraordinary.
A philosophy made believable, by someone who actually lives it.
