Juan Caminante
NETFLIX + JOHNNIE WALKER

[Unreleased – Concept Only]

To celebrate the launch of El Eternauta — a beloved sci-fi story deeply rooted in Argentine culture — we imagined a campaign where Johnnie Walker steps into the series' universe. The brand and the main character share the same first name, Juan, a symbolic link to the Argentine spirit of resilience. By rebranding the iconic Striding Man as Juan Caminante and dressing him in the story’s snow suit, we honored Juan Salvo and every Argentine who keeps walking through adversity. The idea was approved by the client but, unfortunately, never made it to production.