Johnnie Walker celebrates women’s strength in the campaign ‘Strong are the Women’

Featuring Alice Braga, the video references one of the brand’s most iconic productions worldwide; the initiative stands against outdated statements and celebrates women’s strength, highlighting their achievements and the ongoing journey for equality.

Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO and titled “Forte São Elas’ (‘Strong are the Women’), the initiative celebrates women’s resilience and strength – which are so often questioned and proposes a toast to the efforts and achievements women have made this year, in the face of all adversities.

And to challenge these backward stereotypes, Johnnie Walker released the video ‘Forte São Elas’ (Strong are the Women – subtitles in English), starring actress Alice Braga, which references one of the most iconic productions in the brand’s history worldwide —“The Man Who Walked Around The World”, and also many sexist statements women face every day. Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, the video shows Alice walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and always stay true to their journeys.

The campaign also shines a spotlight on the reactions of various women throughout the year who stood up against sexist statements and attitudes and elevates their voices by taking their messages from social media to Out-of-Home screens. The goal is to remind everyone that, despite the efforts to undermine their progress, they remain strong and continue moving forward. The initiative inspired voices like Brazilian philosopher, writer, and activist Djamila Ribeiro to speak on the subject and moved a self-formed squad —including Astrid Fontenelle (journalist and TV hostess), Nina Silva (CEO of D’Black Bank and the Black Money Movement) and Isa Silva (founder and creative director of the Isaac Silva brand), to share, in a testimonial format, videos reflecting on what it means to be a strong woman in their own realities.

“This is an opportunity for Johnnie Walker to celebrate the journey of all women, showing that success can be both an individual and a collective journey,” says Guilherme Martins, Vice President of Diageo. 

“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” adds Andrea Rubim, head of marketing for the brand.

To stay up to date with the releases and learn more about the “It’s the Women Who Are Strong” campaign, visit the brand’s website and follow @johnniewalker and @johnniewalkerbrasil.

Credits

Agency: AlmapBBDO

President & CEO: Filipe Bartholomeu

Campaign: Forte são elas

Client: Diageo

Product: Johnnie Walker

CCO: Pernil

Executive Creative Directors: Fernando Duarte, Henrique Del Lama

Creatives: Bella Eger, Renata Carignani, Yasmin Oliveira

CSO: João Gabriel Fernandes

Strategy: David Gross, Erika Moulin de Souza Pires, Flávia Fernandes Antoniolli, Isabela Craveiro Crajoinas, Ana Cecilia Carvalho Rodrigues

Account Team: Renata Carvalho, Isabela Crestana Filippi, Patricia Nunes Penteado,

Cairo Lorenzo Ribas, Rafaella Mendes

Content: Marcela Ramos, Mariana Queiroz Silva

CDMO: Rafaela Alves

Media Team: Renata Caovilla, Amanda Siqueira, Nathalli Nascimento, Cauan Araujo, Luan Menon

Agency producers: Diego Villas Bôas, Vera Jacinto, Marcia Granja

Approval: PaulaLindenberg, Guilherme Martins, Eric Strauss, Andrea Rubim, Fabiane Henriques, Timea Orszagh, Gabriela Lisboa, Fernando Motta

Production Company: Surreal Hotel Arts

Director: Lu Villaça

CCO: Carlão Busato

COO: Cris Chacon

Executive Director: Milena Trindade

Head of Production: Mafe Cicaroni

Head of Creative: Bruno Cerqueira

Head of Post-Production: Carol Fernandes

Head of Post-Production: Deinha Lopes

Line producer: Karina Amabile

Executive Assistant: Érica Martorano

Account Executive of Post-Production: Tais Sanches

Coordination of Production: Ana Alegretti, Bruna Brito, Beatriz Prado

Creative Director: Luis Michelazzo

Creative and Research team: Alex Ulhoa, Vitor Matheus, Victória Silva, Sol Ômigra

Director Trainee: Rosa Morbach

Post-production Coordination Assistant: Nuara Santos

Video editor: Leandro Ferreira

Finishing editor: Marcos Camurati

Editor: Victor Cohen

Editor Assistant: Igor Luiz

Color: Bleach

Post-Production: Diego Morone VFX 

ESG | Set Responsável: Deborah Costa, Yasmin Alcantara

Controller: Shyrley Menezes

Director of Photography: Alex Vecchi

1st. Director Assistant: Akassia Gonçalves

2nd. Director Assistant: Flávia Viana

Art Director: Luana Demange

Assistant of Art Direction: Barbara de Moraes

Director of Production: Gisela Mangeon

Producers: Dandara Cavalcante, Olivia Mangeon, João Paulo

Prop producer: Izzabella Campos

Costume designer: Gabriela Reis

Casting producer: Ed

Location producer: Ana Carolina Durães

Steadycam: Sandro Galvão

Making of: Celina Menegale, Mariana Barbosa

ALICE BRAGA STAFF

Stylist: Rita Lazzarotti

Stylist Assistant: Dani Aguiar

Makeup: Mario Marques

Makeup Assistant: Arnaldo Carolino dos Santos Santana

Audio Production Company: Cabaret

Music producer: Letícia Medeiros

Composer: Guilherme Azem

Mixing: Gab Scatolin

Finishing: Letícia Medeiros

Account Team: Ingrid Lopes, Fernanda Crespo e Barbara Russiano

Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira, Débora Mello

Content Production Company: Trine.cc

Executive Producer: Luciana Nascimento 

Executive Production Assistant: Beatriz Motta

Video Direction and Shooting: Tauana Sofia

Camera Assistant: Desire Vasconcelos

Video Editor: Ica Martinez

Photography: Luiza Ferraz

Photography Assistants: Yasmin Dibb, Duda Viana

Prop Production: Natalia Miyashiro

Beauty: Ju Bonfim

Beauty Assistant: Nicole dos Anjos, Kérol Araujo

Bartender: Marcelle Penha dos Santos

Hand Models: Aline Tarcísio, Camila Carneiro

Server: Eliane Silva de Oliveira

Manicurist: Sônia de Araújo Silva

Source: AlmapBBDO

  Alice braga, AlmapBBDO, Andrea Rubim, Diageo, Guilherme Martins, Johnnie Walker