Johnnie Walker - Keep Walking Bangkok

Turning Pollution into Art - Global meets Local under the spirit of “Keep Walking.”

Advertising Agency : Storyteller Bangkok
Creative Director : Ratee Ngarmniyom

Turning Machinery Concerns into Music — and Music into Opportunity.
A data-driven music marketing campaign transforming agricultural worries into wealth.

Case in short :
When pollution turned into ink — to remind us that awareness is the first step forward.

To bring Keep Walking to life in the context of Bangkok, Johnnie Walker partnered with Air-Ink® and Thai artist Gongkan,
transforming toxic air into ink — used to create original artworks and limited-edition bottle designs. Each piece became a new symbol of progress — one that’s both creative and responsible.

Through art exhibitions, digital storytelling, and zero-waste experiences, the campaign reignited awareness among city dwellers who had grown numb to pollution. It turned what we once ignored into inspiration —

and reminded us that real progress means walking forward with purpose.

เมื่อ “มลพิษ” กลายเป็น “หมึกวาดภาพ” เพื่อบอกว่าเราตระหนักถึง — และก้าวต่อไปอย่างไม่เมินเฉย

เพื่อถ่ายทอดแนวคิด Keep Walking ในบริบทของกรุงเทพฯ Johnnie Walker จับมือกับ Air-Ink® และศิลปินไทย ก้องกาน
เปลี่ยนควันพิษจากอากาศให้กลายเป็นหมึกที่ใช้สร้างสรรค์งานศิลปะ และพิมพ์ลงบนขวดรุ่นลิมิเต็ด เพื่อสื่อถึง “ความก้าวหน้า”
ที่ทั้ง สร้างสรรค์ และรับผิดชอบต่อโลก ผ่านนิทรรศการศิลปะ แคมเปญออนไลน์ และกิจกรรม Zero Waste

แคมเปญนี้ได้ปลุกให้ผู้คนที่เคย “ชินชา” กับมลพิษรอบตัว
กลับมาตระหนักและมองเห็นคุณค่าของการลงมือเปลี่ยนแปลงอีกครั้ง

เพราะ “ความก้าวหน้า” ที่แท้จริง — คือการก้าวไปข้างหน้า อย่างมีความหมาย.

Explore the full case below ↓

Challenge

Johnnie Walker sought to extend its global “Keep Walking” campaign into local markets while staying true to the brand’s core philosophy of progress and resilience.
For Thailand, the challenge was to reinterpret “Keep Walking” in the context of Bangkok — a city full of creativity, ambition, and the everyday struggle against pollution.

Insight

“Bangkok is covered in smog, yet full of people who keep walking forward.”

Air pollution is a familiar sight for Bangkokians, symbolizing the city’s chaos and stagnation.
Yet beneath the haze, the younger generation continues to move forward — creating, adapting, and redefining what progress means.

So we asked:

“What if we could turn what holds us back, into what pushes us forward?”

Idea

From Smog to Spirit — Turning Pollution into Inspiration.

Partnering with Air-Ink®, a carbon-capture innovation by Graviky Labs, Johnnie Walker transformed emissions into usable ink.
We invited Gongkan, a rising Thai artist known for his Teleport Art, to visualize the hope and determination of Bangkok’s new generation — using ink made from the city’s pollution.

His artwork became a symbol of progress amid adversity, featured at the Keep Walking Bangkok Exhibition and printed on 2,500 limited-edition Johnnie Walker Black Label bottles worldwide.

Execution

Art Collaboration & Exhibition

“Keep Walking Bangkok” presented artworks made entirely from Air-Ink®, created by leading Thai artists — Gongkan, ZilluStation, Tyler James Bangkok, AITOY, and more.
The exhibition invited audiences to experience sustainability through art, raising awareness about pollution and creative responsibility.

Limited Edition Bottle Design

A global collaboration featuring Gongkan’s Teleport Art, printed with Air-Ink® on the Johnnie Walker Black Label Limited Edition (2,500 bottles worldwide) — capturing Bangkok’s unique spirit of resilience and forward motion.

Experiential Activation

Zero-Waste Cocktail Bar – Three signature drinks crafted under a Zero Waste philosophy.
Air-Ink® T-shirt Workshop – Visitors designed their own T-shirts using pollution-based ink.
Social Storytelling – Digital films and influencer content under the theme “From Smog to Spirit,” spreading the message of sustainable progress across social platforms.

Impact

Reinforced Johnnie Walker’s brand platform of Keep Walking with a local cultural relevance.

Elevated the conversation around sustainability and creativity in urban life.

Strengthened Johnnie Walker’s image as a brand that celebrates progress responsibly.

Inspired audiences to see pollution not as waste, but as potential for positive change.

Creative Message

“Keep Walking Bangkok” redefines progress — not just about moving ahead,
but moving forward responsibly, creatively, and together.