Proud Filipinos have recently jumped on board a new global campaign from Top Scotch Brand JOHNIE WALKER. Mountaineer Romi Carduce and a Musician, Actress and a Blogger Saab Magalona are among a growing number of people who epitomize a way of thinking that challenges the conventional wisdom that success leads to happiness. Instead, these remarkable personalities celebrate the fact that happiness actually helps people achieve more.
ABOUT THE CAMPAIGN
Dr Matt Killingsworth, a US-based psychologist and scientist who studies human happiness, acted as a consultant for the campaign. He said, “People sometimes think of happiness as a far-off distant prize only to be won of hard work or when they achieve conventional markers of success, like a higher income or a bigger house. But there is a growing body of evidence that enjoying happiness along the eat makes success more likely.”
Johnnie Walker centers the attention of the campaign upon the real life successes of people who credit the power of joy with taking them further, for Garduce, who has scaled the seven highest summits on all continents, this is indeed the case. He says. “Mountaineering is at least 80% mental approach. You don’t entertain doubt- it’s the instinct of believing I can do this. It’s positive thinking, most of the time, climbing is challenging but afterwards there is, what I call undefined fulfillment– a memory that is there forever.”
THE PHILOSOPHY BEHIND JOY
Commenting on the campaign launch, Diageo Philippines General Manager Jon Good said: “As a brand, Johnnie Walker has always stood for progress– it’s been the story of our whisky since our founder John Walker started it all nearly 200 years ago. What two centuries of experience have taught us is that Progress doesn’t has to be endless uphill journey– we can enjoy the steps we take and the more happiness we find in them, the more likely we are to achieve our goal. Evidence is confirming a conviction that sits at the heart of our brand: Joy Will Take You Further.”
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