For over 200 years, the Johnnie Walker Striding Man has been a global symbol of progress, forward movement and success. Unfortunately, in today’s world, “progress” is being misused. The constant expectation to be ‘working towards your goals’ and never relenting when it comes to your ambition, has become dangerous. Voices everywhere glorifying hustle culture and pushing people to chase success have led to a drastic increase in burnout, often negatively affecting our mental health.

Especially for men, the pressure to keep going has intensified. During Men’s Mental Health Month, we saw an opportunity to redefine what true progress looks like. To challenge the unhealthy narrative that links success to exhaustion, and to remind people that progress and rest are not opposites; they belong together, we redesigned the Striding Man, seated, calm, and composed as a symbol of mindful progress. For the first time in over 200 years Johnnie Walker’s striding man took a seat to remind people that real progress isn’t relentless, it makes space for rest, reflection, and protecting your mental well-being.

Client/Brand: Diageo South Africa
Product: Johnnie Walker

Agency: TBWA Hunt Lascaris
Chief Creative Officer: Carl Willoughby
Executive Creative Director: Keith Manning
Art Director: Ronald Mabe
Copywriter: Nox Masuku
Agency Producer: Reeva Hendricks
Illustrator: Sacha Traest, Eben Benjamin
Photographer: Kopani Letsiri, Khomotso Neto
Account Management: Judy Sibanda

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