'Throughout the campaign we tried to communicate a sense of nostalgia that acknowledged the past and celebrates the future," said Ian Gabriel about the approach to the campaign conceptualised by Creative Director Mike Wilson. 'Haile Gebrselassie is an extraordinary and inspiring champion who has held 27 world records over an astonishing athletics career. Our aim was to follow him on an iconic run from very humble beginnings against remarkable odds to the apex of his achievements as a name that has been a long-standing inspiration for Africa."
"Our intention was to capture the brave message of Haile's journey in a very honest, humble and truthful way," commented Cindy Gabriel. "We aimed to both focus on Haile in a world where he is surrounded by those he loves, but also to sense his isolation as an icon always driving himself and his community forward to the next level. This is very much in line with the pioneering spirit embodied by Johnnie Walker; Haile, despite the odds, continues to 'Keep Walking'."
The narrative of past and future in the spot flows seamlessly across the screen in one continuous reveal of Haile's struggle and his dreams for the future. Though the particular look of the commercial is unique to this spot it was designed to refer back, pay homage to and reinforce the global Johnnie Walker Brand positioning.
By all accounts, filming in Ethiopia was a wonderful and unique experience for client, agency and crew. Giant put together a carefully-assembled, small and dedicated team out of Ethiopia, Kenya and South Africa. Giant's Greg Webster filmed the Walk With Giants Making Of and Web Clips for UK client, Diageo.
The spot was lensed by Vicci Turpin with Adi Visser as Steadicam Operator facing the challenge of keeping pace with Haile Gebrselassie across difficult Ethiopian terrain.
To view the spot visit http://www.giantfilms.tv
To view the making of visit http://www.youtube.com/watch?v=tRjo7lEqT8E
Director: Ian Gabriel
Producer: Cindy Gabriel
Agency Producer: Kathi Jones
Client Service Director: Melanie de Winnaar
Creative Director: Mike Wilson
Art Director Janine: Wittrowski
Cinematographer: Vicci Turpin
Steadicam Operator: Adi Visser
Art Director: Leon van der Merwe
Editor: James Hoskings
Music: Theo Krause
Making-of and Web Clip Director: Greg Webster