Johnnie Walker keeps its brand walking with Lebanese film director

Award-winning Lebanese film director Nadine Labaki is an ambassador for Diageo’s Walk with Giants campaign


Diageo’s flagship whisky brand Johnnie Walker has revealed the new ambassador for its Walk with Giants marketing campaign.

Nadine Labaki is an award-winning film director in her native country of Lebanon and she was present to receive the honour in front of a large crowd of friends, guests and media on 6 December 2011 in Beirut.

The Keep Walking concept of progress celebrates people who have achieved great things and helped shape our world.

Explaining the background to this year’s award winner, Diageo said: “Even during the most challenging of times, the Johnnie Walker brand has always epitomised ambition, determination and progress, continuously encouraging people to excel in their respective fields. However, this year, the essence of the concept was slightly altered to create a movement that would inspire Lebanon to have one voice. Change can only be achieved by a strong and united community that collectively believes in progress.”

Labaki ventured into the world of film-making at university. Her graduation film 11 Rue Pasteur garnered her the Best Short Film Award in the Biennale of Arab Cinema at the Institut du Monde Arabe (Paris) in 1998. Despite her love for film, she had to overcome the obstacles of a limiting movie industry in a very small Lebanese market.

Labaki fought hard to change this perception, and started by directing various music videos which soon resulted in collaborating with renowned Lebanese celebrities. Several years later she received worldwide critical acclaim for her first feature film Caramel in 2007, in which she was determined to capture the heart of her country on film.

“Her latest film Where Do We Go Now? is still sweeping awards around the globe and serves as a solid testament to her talents and dedication in a field that has the capacity to send a universal message,” said Diageo.

The company continued: “According to Nadine, self-belief is extremely powerful, and regardless of where you’re from, she feels we all have a voice capable of reaching the world. Nadine’s story is one that sparks hope and more importantly is a source of inspiration for others to realise that they, too, have the potential to succeed and inspire a nation to Keep Walking.”

Labaki’s story can be followed at www.keepwalkinglebanon.com

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