{"id":4256797,"date":"2024-10-14T15:13:00","date_gmt":"2024-10-14T13:13:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/footsteps-of-progress-emancipatie-van-vrouwen-in-oost-europa\/"},"modified":"2024-12-03T16:03:27","modified_gmt":"2024-12-03T14:03:27","slug":"footsteps-of-progress-emancipatie-van-vrouwen-in-oost-europa","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/footsteps-of-progress-emancipatie-van-vrouwen-in-oost-europa\/","title":{"rendered":"Footsteps of Progress: Emancipatie van vrouwen in Oost-Europa"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Johnnie Walker<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Footsteps of Progress: Emancipatie van vrouwen in Oost-Europa<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"945790100\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Met ruim 120 jaar lange toewijding aan vooruitgang wilde Johnnie Walker hun doel uitbreiden naar Oost-Europese drinkers &#8211; specifiek vrouwen.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >In samenwerking met DEPT\u00ae en Publicis Groupe Hongarije lanceerden ze Footsteps of Progress, <a href=\"https:\/\/www.deptagency.com\/en-nl\/service\/creative\/\" target=\"_blank\" rel=\"noreferrer noopener\">een creatieve campagne<\/a> die verder gaat dan zakelijke groei. Het cre\u00eberde belangrijke gesprekken over genderrollen en maatschappelijke vooruitgang in Oost-Europa.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/johnnie-walker-1-.png\"\n\t\t\t\t\talt=\"Poster for Johnnie walker shoes \"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Barri\u00e8res doorbreken<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Ondanks het behoorlijke aandeel van vrouwelijke whiskydrinkers in Oost-Europa blijven advertenties in de regio grotendeels gericht op het mannelijke publiek, wat een diepgewortelde perceptie van whisky als onderdeel van de &#8220;mannenwereld&#8221; weerspiegelt.<br><br>Als reactie daarop begon Johnnie Walker aan een missie om vrouwen in heel Oost-Europa te ondersteunen.<br><br>Het doel was om relevantie te cre\u00ebren voor vrouwelijke whiskydrinkers in de verzadigde en competitieve Oost-Europese markt. Tegelijkertijd moesten we binnen de normen van het merk werken, namelijk &#8220;Keep Walking.&#8221;<br><br>Na tijd doorgebracht te hebben met de lokale bevolking, werd het duidelijk dat de paden van vrouwen in Oost-Europa voor hen worden gekozen. Hun tijd wordt besteed aan wie ze moeten zijn, niet wie ze zouden kunnen zijn.<br><br>Onze uitdaging was om deze lang bestaande belevingen te doorbreken en vrouwen in staat te stellen hun eigen paden te cre\u00ebren.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/johnnie-walker-2-1.png\"\n\t\t\t\t\talt=\"Screenshot of Johnie walker app \"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Footsteps of Progress<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>De beweging moest afkomstig zijn van de lokale vrouwen zelf. Toen we met hen spraken, viel \u00e9\u00e9n ding op: lokale vrouwelijke rolmodellen &#8211; inspirerende leraren, moeders, uitvinders, politici en rocksterren &#8211; bleven ongehoord.<br><br>Samen met lokale beroemdheden gaven we vrouwen het podium om hun verhalen van vooruitgang te delen. We lanceerden Footsteps of Progress om de onvertelde prestaties van Oost-Europese vrouwen te tonen.<br><br>We maakten gebruik van zowel online als offline platforms om deze verhalen onder de aandacht te brengen. Door AR-ervaringen en samenwerkingen met influencers te benutten, ontketenden we een broodnodig gesprek over vrouwelijke kracht in de regio.<br><br>Maar daar stopten we niet. We lanceerden ook de Sneaker of Progress, een speciale editie schoen. Elke schoenendoos had een scheurbare lint, wat het doorbreken van barri\u00e8res symboliseerde. Alle opbrengsten van de schoenen gingen naar lokale organisaties voor vrouwenemancipatie in de regio, waardoor Footsteps of Progress een onstuitbare katalysator voor verandering werd.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/johnnie-walker-3.png\"\n\t\t\t\t\talt=\"A woman cutting the laces on the Johnnie Walker shoes \"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Resultaten<\/p><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >De beweging vond weerklank buiten de straten, ontketende evenementen en genereerde aanzienlijke media-aandacht. Het versterkte het gesprek over genderrollen en maatschappelijke vooruitgang in Oost-Europa, terwijl het ook een grote zakelijke impact had. Grote tijdschriften zoals Elle pikten het op en lokale Oost-Europese beroemdheden sloten zich aan bij het gesprek.<br>De merkbekendheid steeg gemiddeld met +10% in heel Oost-Europa. Tijdens de campagne groeide de netto verkoopwaarde van Johnnie Walker overal, met pieken van +77% in Bulgarije en +99% in Roemeni\u00eb.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t37M\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\timpressies\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t1.1M\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tearned media\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+10% \t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tbrand lift in Oost-Europa\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":27,"featured_media":4256798,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#FFBB00","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4263990,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/Johnnie-Walker-Footsteps.mp4","mime":"video\/mp4"},"footnotes":""},"client":[39120],"case-category":[42386],"award":[1539],"person":[795],"case-industry":[42397,42501],"class_list":["post-4256797","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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