Keep Walking Fund

We catapulted Johnnie Walker’s brand purpose, Keep Walking, to the top of Korean’s minds by launching a nationwide “American Idol” style UGC contest that lived on social, to give five people $500,000 to fund their dreams. At each major stage of eliminations we held celebrations and milestones showing each final round. Once we got the final eight we staged a pop up exhibition at one of the hottest art galleries in Seoul, showing off each contestant’s dream and progress.