Johnnie Walker sought to discover how the 100-year-old could help customers celebrate success in the modern age. In order to inspire personal progress in customers, we needed to define the makings of success in the modern age. The insight that led the development of marketing communications was the idea that the easy money days of the dotcom boom were over. Perseverance is more important than brilliance. We applied this idea through the keep walking campaign and design expressions. We gave Johnnie Walker a storytelling framework where success stories were about the journey, the hard-knocks, the pivots, and the underlying notion that tenacity wins in the end.