Background:

By misinterpreting an ancient Mayan calendar many doomsayers predicted the world would end on December 21st, 2012.

Opportunity:

How to take advantage of this special momentum to highlight the relevance of Johnnie Walker’s unique "Keep Walking" message in the face of any adversity, even the nonsensical?

Solution:

On Dec. 21st we launched a poster with a simple, witty message - ‘See you tomorrow.’ The typography comprises illustrations depicting different apocalyptic events the doomsayers foresaw…with a few extra for good measure. It communicated that no matter what happens, as long as you believe in tomorrow, you will keep walking. 

Result:

The visual appropriated the doomsday momentum with its direct, amusing message whilst its graphic style created great stand out in both outdoor display and social network sites.