Johnnie Walker: Ode to Lesvos [long version]

Credits & Description:

Title: Ode To Lesvos
Agency: Anomaly
Brand: Johnnie Walker
Country: The Netherlands
Entrant Company: Anomaly, Amsterdam
Advertising Agency: Anomaly, Amsterdam
Production Company: Jouzour Productions, Berlin
Agency: Anomaly (Anomaly Amsterdam)
Agency Network: Mdc Partners
Holding Company: Mdc Partners
Production Company: Jouzour Productions
Advertiser / Brand: Johnnie Walker
Post Production Company: Glassworks Amsterdam
Music/Sound Company: Amp.Amsterdam
Director: Talal Derki
Executive Creative Director: Martin Ginsborg
Executive Creative Director: Lars Jorgensen
Designer: Jordan Shevell
Account Executive: Nick Darrigan
Executive Producer: Kate Noble
Project Manager: Hannah Glazebrook
Producer: Corey Ingrasin
Editor: Govert Janse
Relevancy:
The unlikely partnership between Mercy Corp, a humanitarian aid agency and Johnnie Walker, resulted in an inspiring film by Syrian director Talal Derki, about the heroes of the refugee crisis. The films protagonists, a few old ladies and a handful of fishermen, ended up as front runners of the Nobel Peace Prize, as a result of their efforts. Although the film itself did not change the world — it did give a louder voice to those who are.
Strategy:
We set out to inspire progress in the world by shining a light on the everyday heroes of Lesvos. The migration crisis continues to have a huge impact on the world in which we live. It is vitally important that we spread the untold stories of how a compassionate group of people responded, opening their hearts to the refugees, rescuing people from the sea, giving shelter, and providing food and water. By sharing the remarkable story of how the islanders of Lesvos welcomed refugees last summer, we set out to others to positive actions. There is a thread of humanity that links each and every one of us and when someone needs help, we must be present. The film was created to show that no matter who you are or where you are from, you can make a positive difference.
Execution:
Johnnie Walker is a brand that lives its purpose - to inspire people to be more than they are today. To inspire them to progress. It’s a brand that enables people to participate and contribute to the stories they share with them – as was the case for Ode to Lesvos. Using the migrant crisis as context, Johnnie Walker looked to share the stories of those taking a positive action in the face of an impossible situation. Over two months a small, close knit documentary style crew; lead by Director Talal Derki captured the lives of the locals of Lesvos and their incredible stories. Once complete, this content was shared globally via film festivals, online placements and social channels, both owned and earned, being viewed over 54 million times online.
Outcome:
Presented on World Peace Day, the online film series has been viewed more than 54 million times. It was independently picked up by a number of news-sources, including The Guardian, who featured Pulitzer Prize winning photographer Daniel Etter’s portraits of the film’s protagonists. Johnnie Walker also worked with Mercy Corps to raise donations and awareness of their cause. The long film was showcased at film festivals across Europe, including AegeanDocs, where it received a standing ovation.
Synopsis:
Johnnie Walker has always inspired progress. The belief that tomorrow can be better than today. In 2016 this was a message the world needed to be reminded of. On World Peace Day, we set out to tell an inspiring story about how acts of kindness can go a long way. Importantly, what this story demonstrated was that even in the most challenging of circumstances, we can all make a difference. Sometimes there’s no better way to inspire progress than by shining a light on that powerful truth.
Campaign Description:
Partnering with award-winning, Syrian director, Talal Derki, we went right into the heart of the refugee crisis and told the uplifting story of a few selfless heroes. Three older ladies and a handful of fishermen from a tiny island named Lesvos in Greece, who over the course of a summer received more than 300.000 refugees. As a result of their efforts during this time, the villagers were nominated for the Nobel Peace Prize. This is the true and inspiring stories of Amelia, Martiza, Konstantina, Stratis and Thanasis.