• How effective was the advertising? Remember to provide evidence – and be careful about making sweeping claims without supporting data: just because you liked an advert doesn't mean it was effective! Always consider other factors. • What general conclusions can be drawn, if any, from the example you studied? You should consider the broader implications of the campaign: social, cultural and otherwise. Connect your case study to what we looked at during the module. Was Johnnie Walker's "Keep Walk" campaign effective? We live in a world shaped by a constant race for popularity and recognition among companies, where the ability to play with people's hearts and minds is in pole position. As Elen Lewis observed, “You know a brand has been successful when it is name-checked in popular culture.” Therefore, it is evident that companies face external pressure from competitors, which is why they need to keep their brand name alive among their audience. For example, Johnnie Walker is the image of a man striding on Scotch whisky, which has become a world-leading producer. The Keep Walking campaign was awarded the Grand Prix at the IPA Effectiveness Awards 2008. But what made this campaign effective considering the increasingly skeptical picture in terms of advertising effectiveness? This essay attempts to evaluate the "Keep Walking" advertising campaign in terms of ideas, motivation, promotional techniques used and, as far as possible, evaluate the effectiveness of the commercial in changing the public's attitude towards the brand. For starters, when analyzing During the Keep Walking campaign it is worth noting the way in which the company has incorporated the brand into the new attempt to promote Scotch whisky...... middle of paper ...... ance, following the killing of Lebanese Prime Minister Rafic Hairi, citizens were marching through the streets carrying banners with the phrase "Keep walking" and local puns on the name Red Label. Then, George Papandreou, a Greek opposition leader, concluded his speech at a party conference with the same words, "Keep walking." Additionally, the campaign generated noteworthy conversations among young people about what it means to be a man. There are people in Brazil who have tattooed the Screeching Man on their bodies. For example, a member of creative development research in Venezuela recognized that “we must take advantage of everything we have, enjoy everything and give our best so as not to have regrets when we die.” We must think that we are on this earth to do something; (Keep walking) It motivates me to be a better human being’