14 weeks. That is the period that, in communication, is considered as the turning point in which both social and media against a natural catastrophe loses strength, which derives in a reduction in solidarity aid and economic collaboration with those affected. And it is the period of time that Johnnie Walker It has been proposed to combat with your initiative “Walkers.”

The whiskey brand wants to prevent the Dana that impacted dozens of locations in the Valencian Community falling into oblivion. And he does, following the brand territory he has worked during the last five years, with A musical project with whom he wanted pay tribute to volunteers who went to the epicenter of the emergency to help those affected.

“Walkers”, designed by the agency Samy Alliance and developed in collaboration with Wegow, It aims to continue contributing to the recovery of the area through the support and accompaniment of local artists, who have seen how their instruments, trial premises or technical teams were unused as a result of floods. It is tangible in unpublished single, an exclusive audiovisual piece, and in A solidarity concert.

This musical project is a PROCELONATION OF ACTIONS that from the brand and the Diageo group have launched to help in the emergency. Among other things, in addition direct and permanent contact with local hospitality businesses, Johnnie Walker has delivered product packs so that they could replenish the lost and resume their activity. In addition, it was the main support of the concert “Singing to help”, held on November 13 and that managed to raise about 70,000 euros for the cause.

“Our motto is ‘Keep Walking’ and we believe in walking forward and doing it all together, we believe in collective progress“, explains Inês Fonseca, Head of Marketing by Johnnie Walker, in statements to Reason.WHY. “Our land is music, it is what inspires us, as we have also inspired all the volunteers who helped in the Dana. ‘Walkers’ is the way to join all this “.

The brand has connected the social circumstance not only with its purpose, but also with its trajectory and brand assetssuch as its slogan or its visual identity, whose maximum representation is “the walker” of its logo and labels. “Walkers” is also part of Johnnie Walker’s commitment for music, which began in 2020 and has been expressed in initiatives such as “The Way”, recognized with a gold for better branded content action in the 2024 Effective Awards.

That is why this project, according to the head of the brand to this medium, It fits organically in your proposal. “We cannot say that we are the brand that opens roads and then not to open them effectively. For us it has been natural to celebrate the people who walk to the emergency and literally opened paths between the mud”, Says Fonseca. “It is a coherent and honest initiative, but what we really look for is for people to continue advancing”

That is why he affirms that, in the face of other projects that are born from a marketing need, this It arises from listening and will. “‘Walkers’ is born from the restlessness of a team that wants to do things well and wants to help. It is not born with a briefing, but with conversations with people and the desire to do something with respect, affection and coherence taking into account who we are and what we do”, Says Fonseca. “It is an answer to a need for solidarity and community”

“Walking”, a song about solidarity

That purpose is manifested through different actions. One of them is the creation of a song and its corresponding video clip, for which you have worked with Singer Juan Belda and Nonna Studio. Based on a song composed of the artist after the impact of the Dana, Johnnie Walker has shaped an ode to the solidarity of all those people who came from all parts of the country to try to return hope to those affected.

“By Johnnie Walker Walker” can be heard on Spotify and other streaming platforms.

The song, which transfers real experiences and experiences, Give voice to volunteers and real volunteerswhich are part of the choirs that accompany Juan Belda, and among them are members of the Paiporta musical unió choir, inter alia. In addition, the theme has the other Valencian artists: Alberto Vela al Piano, Rodrigo Hernández on drums, Manuel Tomás in the mixture and Guillermo de Lorenzo in the musical direction of the project.

“The feeling of community, that “elbow” that was created, was the only thing that managed to overcome the sadness that was lived in the streetss ”; Juan Belda has commented, who helped as a voluntary in Catarroja or Paiporta. “‘Walkers’ is an epic story since hope. It is a subject written from the deepest of the heart, and hopefully this tribute lasts in time so that no one forgets what many people contributed to rebuild here and the help can continue to reach so many people who need it”

A tribute to Dana volunteers

The song has been accompanied by a audiovisual piece that moves the message of thanks to images. It has been shot entirely in Valencia, in symbolic points such as the nicknamed bridge of solidarity or the streets of Burjassot, a town that welcomed thousands of volunteers after the fateful October 29.

In addition, production has had real volunteers as figures in all its scenes, and has even used mud from the catastrophe areas as an element of daring. A sample, as explained from Johnnie Walker to Reason.WHYof The truth and authenticity with which the project has been sought.

The four -minute piece and shot in 16 millimeters, reflects how thousands of people, “walkers”, toured kilometers to lend a hand. As explained from the brand, both the song and the video clip have opted for a Positive tone Looking to move a Message of hope and collaborationlike the one that really occurred at the time and has inspired the project.
It has been produced by Nonna Studio, under the direction and realization of Simone Gallucci.

A concert to reactivate Valencia

“Walkers” will also be A concertwhich will be held in the Moon Room in Valencia on February 8, coinciding with 14 weeks since the impact of the Dana. The collection will be allocated entirely to the reactivation of affected musicians and artists, through the Valencian Association of Music Companies (ASVEM).

“Dana truncated the musical activity of a large number of small artists who are an indispensable pillar of Valencian cultural life“; said Pedro M. Rodríguez, president of Asvem, in the brand statement.”We are very grateful for the implementation of projects like this, which offer real and tangible help to these musicians so that they can resume their careers and continue giving free rein to their passion“

The solidarity concert, organized with Wegow, will be the framework in which, for the first time, “Walkers” is heard live, interpreted or Juan Belda. The singer shares a sign with other local names, such as Isma Romero, Seventh Hell or Xaranga Mel de Romer; as well as other figures of the national music scene, such as Sara Socas, Panamera Collective or DJ Oski García.

The poster, as they move from Johnnie Walker to this medium, is a reflection, on the one hand of the brand’s trajectory in the field of music, and on the other, of the Relational vision, and non -transactional, which has its initiatives. In this sense, some of the artists who will be part of the events have previously collaborated with the Diageo brand in other initiatives.

Tickets are available through Wegow at a price of 10 euros, and the initiative also has the so -called Row 0, to make donations. In addition, as explained from the brand, each general entry includes a welcome cocktail made with local Valencian products.

More info.: By Johnnie Walker Walkers

Technical file

General Project:

• Project: ‘Walker Walker Walker’ Walker ‘
• Advertiser: Diageo
• Brand: Johnnie Walker
  • Customer team: Fernando Pérez, Inés Fonseca, Ignacio Navarro, Ricardo Hernández, Adolfo Fernández, Celia Serradilla, Adrián Chinchilla, Carlo Ali and Jose Antonio Medero.
• Agency: Samy Alliance & Wegow
  • CCO: Santiago Lucero (Samy Alliance)
  • Creative Director: Martín Brotons (Samy Alliance)
  • Art Director: Julián Morales (Samy Alliance)
  • Planner: Raúl Valle (Samy Alliance)
  • Musical address: Guillermo de Lorenzo (Wegow)
  • DIRECTORATE OF ACCOUNTS: Ana Díaz-Pinés (Samy Alliance) and Guillermo de Lorenzo (Wegow)
  • Samy Alliance Account Team: Juan Llano, Rocío Barroso, Isabel Sánchez-Melendo, Joaquín Negri, Leire Medina, Olga Gómez.
  • Wegow Accounts Team: Virginia Terradillos, Carolina Ocampo, Beatriz Calvo.
• Producer: Nonna Studio
  • Director: Simone Gallucci
  • Executive Production: Ana Tejada
  • Production Directorate: Paula Mira Martos
  • Photography Director: Yousef Daoud
  • Audiovisual Art Director: Rose gum
• Media Agency: PDH
• PR & Communication: Dlaundry

Musical piece

• Theme: “Walkers”
• Musical author and producer: Juan Belda
• Musical direction and production: Guillermo de Lorenzo
• Master and Mixing: Manuel Tomás
• Piano: Alberto Vela
• Battery: Rodrigo Hernández
• Study: Millenia studies
• Choir / Coral: Volunteers

Audiovisual piece:

• Title: ‘Walker Walker Walker’ Walker ‘
• Producer: Nonna
• Director and director: Simone Gallucci
• Executive Producer: Ana Tejada
• Production Director: Paula Mira Martos
• Management Assistant: Jota Santatecla
• Photography Director: Yousef Daoud
• Art Director: Rose gum
• Costumes and Styling: Noelia García
• Production Head: Toni González
• Audiovisual Art Director: Rose gum
• Photography Director: Yousef Daoud
• Styling: Noelia García
• Figuration: Tropical
• Assembly: Simone Galluci
• Etalonage: Dani Aránega
• Sound Design: Juan Eduardo Weight