Jane Walker

PROBLEM: Johnnie Walker has one of the most recognizable brand icons in the world. But for more than a century, that icon has always been a man.

INSIGHT: If the brand wanted to participate meaningfully in the conversation around progress and equality, changing the message wasn’t enough. The symbol itself had to change. So we turned Johnnie Walker into Jane Walker.

EXECUTION: We reimagined the Striding Man as a Striding Woman, creating a new icon that lived on the bottle and expanded into partnerships, experiences and cultural conversations.

RESULT: What began as a change to an iconic symbol became a broader, meaningful platform celebrating women’s achievements and progress toward gender equality.