Johnnie Walker Revs Up with #JoinThePact in London

Johnnie Walker partnered with four racers to launch #JoinThePact at London F1 Live and collect 250,000 commitments in line with the push.

In line with F1 London Live, Johnnie Walker recently launched an anti-drink drive campaign. Dubbed Join the Pact, the brand partnered with four F1 racers namely Sergio Perez, Mika Häkkinen, Stoffel Vandoorne, and Esteban Ocon to drive the collection of 250,000 commitments to “never drink and drive” over the Silverstone race weekend.

Set in Central London, the activity kicked off in Charing Cross with two-time World Drivers champion and the scotch whisky giant’s Responsible Drinking ambassador, Häkkinen; McLaren Honda’s Vandoorne; and Force India’s Perez and Ocon, all of whom combined forces for a Facebook Live session.

The event and initiative attracted a host of F1 drivers, both past and present, and provided a showcase not only for the sport, but for the important anti-drink drive message. As an extension of the overall effort, Johnnie Walker also teamed up with the Department for Transport through its THINK! campaign.

Johnnie Walker is a global winner of the 2015-2016 World Branding Awards under the Alcoholic Spirits – Whisky category.