Joining the ranks of Formula One World Champion and McLaren Honda driver Jenson Button, award-winning actor Jude Law, and American alternative rock band OK Go; Mountaineer Romi Garduce, and musician, actress, and blogger Saab Magalona were recently named as Global ambassadors of the brand that stood for progress, Johnnie Walker.
“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 have to be an 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," shares Diageo Philippines General Manager Jon Good.
Dr. Matt Killingsworth, a US-based psychologist and scientist who studies human happiness and acted as a consultant for the campaign says “People sometimes think of happiness as a far-off, distant prize only to be won by their years 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 way makes success more likely.”
“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,” Garduce concludes.