The Branded Content and fiction creation studio, Ramen Studio, and Johnnie Walker, together with their agency PHD Media, premiered the second season of “Keep Walking. “The Way”presented by artist Dani Martin. And in the 26th edition of the Eficacia Awards they took Gold in the category of Best Action in Branded Content.
Motherhood, feminism or intuition opened the second season of “El Camino”
The documentary series gives voice to a series of artists and musicians in a story about their present, past and future. Motherhood, feminism, intuition, self-improvement and anonymous talent opened the second season on this occasion, starring the artists Christina Rosenvinge, Alba Casas “Albany”, Raúl Gutiérrez Andérez “Rulo” and Pepe Motos.
In each chapter, 25 minutes long, Dani Martin accompanies and shares experiences with his professional colleagues. Artists who reflect other paths and give a twist to the series by sharing the topics that worry and concern them.
Thus, after a first season marked by moments of reflection and songs with Sara Socas, Nach or Niño de Elche, “Keep Walking El Camino” returned, the most intimate project of the artist Dani Martín and Johnnie Walker. Created as a visibility platform for all types of musical artiststhis Branded Content has featured artists of different ages, styles, influences and objectives, reflecting a small sample of the diversity that exists in the Spanish music scene.
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This documentary series, created by the production company Ramen Studio and produced by Miguel Bueno and Jose Battaglio, has been led by José Bosch, Content Director at Ramen Studio; Miguel Bueno, Managing Director/EP; and Miguel Arnas, Innovation Manager. The technical and creative team of Ramen Studio This second season was filmed for four weeks in different locations, all of them related to the personality of each of its protagonists: a forest in the mountains, the train tracks in the middle of nowhere, the seashore or a beach hotel.
Episode 1 of the first season (June 2023) was placed in the Top 10 of the most watched documentaries in Movistar+ and the most viewed among Branded Content productions, according to a statement from Ramen Studio. “Within the platform you are content along with other content, so it is essential to have enough honesty and strength to interest the audience”commented at the time the Content Director of Ramen Studio, José Bosch.
For his part, Fernando Pérez, Brand Manager of Johnnie Walker, wanted to highlight with the premiere of this second season that “such a special and important project for Johnnie Walker” It was unthinkable without Ramen Studio. “The way in which from the pitch they made the project their own, beyond being a producer, agency or studio, made it possible for today this to be a success story that many global teams use as a benchmark.”
The project, according to the data presented by the brand in the case study, has exceeded 200,000 views on YouTube with a 100% positive feeling and has had mentions in up to 69 different media, achieving a value of 1.8 million euros in public relations.
The objective of this Branded Content was to collect the DNA of the brand Johnnie Walker from the Keep Walking concept, and has been distributed on platforms such as Movistar Plus, Spotify, YouTube and on social networks, with media planning by the PHD Media agency. From the brand they have expressed that they always support “individual and group progress, breaking barriers to give visibility to people who are examples of this, taking brave steps that make life richer for everyone and promote one of the key pieces of their DNA: collective progress”. With this platform, the whiskey brand has maintained its support for music, maintaining the ultimate goal of building a more open and inclusive industry and showing that there is no single path to success, as well as the importance of walking it authentically.
Technical sheet
- Content Producer: Ramen Studio
- Creation: Ramen Studio and Johnnie Walker
- Original idea: Inés Fonseca, Dani Martín
- Brand Manager: Fernando Pérez
- Johnnie Walker: Úrsula Mejía, Ignacio Navarro, Inés Fonseca, Elena Santamaría, Carlos Crespo, Adrián Santos, Fernando Pérez, Luis Prieto.
- Showrunner: Miguel Bueno
- Executive producer: José Bosch, Miguel Arnas, Miguel Bueno
- Director: Miguel Bueno
- Content Director: José Bosch. Screenplay: Carlota Laínez, Dani Martín.
- Introduction text: Manuel Jabóis
- Production director: Natalia García Dop: Willy Jauregui.
- Edition: Javier Dampierre and Emilio González
- Musical Advisor: José Battaglio / Heaven Music
- Direct musical production: Daniel Ramírez
- Sound studio: Sonomedia
- Direct Sound: No Problem Sound
- Post Production: Sakura vfx
- Still photo: Leticia Díaz de la Morena
- Making of: Oscar Zamora
- Media Agency: PHD
Best Action in Branded Content at the Eficacia 2024 Awards
Johnnie Walker competed in this category with 5 other brands. Along with it, BBVA Pymes, ING, Yoigo, McDonald’s and KFC were also running as candidates for recognition.
Last year this award went to Muchoyó for the “Childhood has a voice” campaign
Last year the award in the category of Best Action in Branded Content went to Muchoyo for the “Childhood has a voice” campaign, with creativity by Jorge Martínez and in which agencies such as Arena Media, CØLLAGE, F33 and Hype worked selflessly.
The campaign sought to make a great demand for children’s rights. For this, the transformation of the famous children’s character Pocoyocreated by the production company Zinkia Entertainment, in Muchoyó. With this name he baptized the main character of “Childhood Has a Voice”, a Pocoyo who changed the color for black and white and his child’s clothes for a more adult and urban outfit. The project received the support of SOS Children’s Villages, Educo, Plan International, Save the Children, UNICEF Spain and World Vision, in what was a historic alliance of the six main global child protection organizations and which was named The Children’s Revolution.
Efficiency Awards 2024
Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.
The total number of trophies awarded in this edition of the awards has been 41 – excluding the special recognition and including both the Grand Prize and the Awards for Media Agency of the Year and Creative Agency of the Year -, among which are 11 gold, 14 silver and 13 bronze achieved by 26 advertisers, 34 leading agencies and 16 collaborating agencies.
More info: Complete list of winners of the Eficacia 2024 Awards
