ESTRATEGIA
14 weeks. That’s how long it takes for a catastrophe to stop being news, and for aid to dry up. After the DANA in Valencia, Johnnie Walker needed to keep the city alive in the spotlight, supporting bars, venues, and musicians without exploiting the tragedy.
At the 14-week mark, we launched Keep Walking Valencia: a claim turned anthem, composed by Valencian Juan Belda and inspired by his experiences during the floods. It came to life in an audiovisual piece starring real walkers and key locations, and a concert with local bands to raise funds for affected musicians.
The outcome was a 360 campaign across music, video production, social, organic influencer marketing, and live events that kept Valencia in the news and united the community to support local musicians.
SAMY 2025
© DEFENSA DE LOS CONSUMIDORES PARA RECLAMACIONES
SAMY 2025 © DEFENSA DE LOS CONSUMIDORES PARA RECLAMACIONES
