Johnnie Walker unveils its newest campaign in collaboration with Sydney Gay and Lesbian Mardi Gras, Leo Burnett Australia, and Herd MSL, marking the brand’s significant strides towards advancing equality. With a commitment to honoring inclusivity and encouraging individuals to embrace their inaugural Mardi Gras experience, Johnnie Walker joyfully organized the Debutante Ball for newcomers.
Acknowledging the varied and intricate reasons behind individuals’ delayed participation in Mardi Gras, the campaign aimed to create a nurturing and accepting space that celebrated the uniqueness and diversity within the LGBTQIA+ community.
Commencing with a nationwide quest spearheaded by Herd MSL, Johnnie Walker enlisted Mardi Gras luminaries Robyn Kennedy (a participant in the inaugural Sydney Mardi Gras parade in 1978), Paper Artist Benja Harney, and Trans Couture Designer couple Katie and Lillian Nicol-Ford. Together, they extended invitations to individuals from all corners of Australia who had yet to experience Mardi Gras, encouraging them to embark on their inaugural journey at Mardi Gras in 2024. Eight debutantes, reflecting a diverse range of identities, ages, and geographical locations, were carefully chosen. Subsequently, they were brought to Sydney to have their debut celebrated by the wider community.
The Debutante Ball merged traditional elements of a debutante event with the vibrant spirit of Mardi Gras, resulting in a fabulous collision of old-world charm and new queer identity. By subverting expectations and embracing individuality, Johnnie Walker invited everyone to take their first steps towards Mardi Gras with confidence and pride.
The event was held at the iconic LGBTQIA+ venue, Kinselas, in Sydney and hosted by Australian actress and singer Natalie Bassingthwaighte, who Herd MSL engaged to not only inspire first-timers across the country to attend the ball but attended herself as a debutante. Having recently come out as queer, Natalie’s experience mirrored that of many of the debutantes and made the event even more special.
“Johnnie Walker has always been a fierce advocate for progress – both societal and personal. As a proud partner of Mardi Gras, embracing this moment as a chance to celebrate the trailblazers who paved the way for others to walk proudly and connecting them to newcomers who’d be walking for the first time was something we were delighted to make happen,” said Melissa Barry, Portfolio Marketing Manager at Diageo.
“We wish all those who celebrated this year a happy Mardi Gras and stand proudly with the wider community as we continue to Keep Walking Proudly together.”
Stacey Karayannis and Rosie Stone, Associate Creative Directors at Leo Burnett Australia, added: “We have enjoyed subverting the traditions of a debutante ball, but what we’re most proud of are the debutantes. Being able to bring their stories to life, create connections between the debutantes and trailblazers from the community, and celebrate their moment in front of a proud and welcoming crowd has been such a privilege.”
