Johnnie Walker celebrates women’s strength in the campaign ‘Strong are the Women’

São Paulo, December 2024 – 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 and titled “Forte São Elas’ (‘Strong are the Women’), the initiative celebrates women’s resilience and strength – which are so often questioned and proposes a toast to the efforts and achievements women have made this year, in the face of all adversities.

And to challenge these backward stereotypes, Johnnie Walker released the video ‘Forte São Elas’ (Strong are the Women – subtitles in English), starring actress Alice Braga, which references one of the most iconic productions in the brand’s history worldwide —“The Man Who Walked Around The World”, and also many sexist statements women face every day. Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, the video shows Alice 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 always stay true to their journeys.

The campaign also shines a spotlight on the reactions of various women throughout the year who stood up against sexist statements and attitudes and elevates their voices by taking their messages from social media to Out-of-Home screens. The goal is to remind everyone that, despite the efforts to undermine their progress, they remain strong and continue moving forward. The initiative inspired voices like Brazilian philosopher, writer, and activist Djamila Ribeiro to speak on the subject and moved a self-formed squad —including Astrid Fontenelle (journalist and TV hostess), Nina Silva (CEO of D’Black Bank and the Black Money Movement) and Isa Silva (founder and creative director of the Isaac Silva brand), to share, in a testimonial format, videos reflecting on what it means to be a strong woman in their own realities.

“This is an opportunity for Johnnie Walker to celebrate the journey of all women, showing that success can be both an individual and a collective journey,” says Guilherme Martins, Vice President of Diageo.

“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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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,” adds Andrea Rubim, head of marketing for the brand.

To stay up to date with the releases and learn more about the “It’s the Women Who Are Strong” campaign, visit the brand’s website and follow @johnniewalker and @johnniewalkerbrasil.