Johnnie Walker launches campaign honouring Brazilian music pioneer

Johnnie Walker has launched a campaign celebrating Brazilian percussionist Paulinho da Costa, highlighting his influence on global pop music and his role in shaping some of the industry’s most recognizable recordings.

Despite contributing to more than 6,000 tracks and working with 972 artists, Paulinho da Costa remains relatively unknown in Brazil. His credits include recordings by Michael Jackson, Madonna, Lionel Richie, Whitney Houston and Tina Turner, as well as participation in projects linked to 161 Grammy nominations and 59 wins.

Campaign honours global music influence

Created by AlmapBBDO, the campaign centers on a manifesto film set to All Night Long by Lionel Richie. The film traces Paulinho da Costa’s career from his early days in Rio de Janeiro to his work on major international albums and film soundtracks.

Over several decades, Paulinho da Costa has also contributed to more than 350 films, including The Color Purple, Saturday Night Fever, Dirty Dancing, Purple Rain, Jurassic Park and Mission: Impossible. A multi-instrumentalist, he plays more than 200 percussion instruments spanning multiple musical traditions.

The initiative forms part of Johnnie Walker’s music platform, Steps that Change the Rhythm of the World, introduced in 2025. Alongside the campaign film, the brand financed a documentary directed by Oscar Rodrigues Alves and produced by Alan Terpins. The film, scheduled for release on streaming platforms in the first half of 2026, features interviews with artists and producers including Quincy Jones and Will.i.am.

Guilherme Martins, Chief Marketing Officer, Diageo Brasil: "Some Brazilian artists have gotten more recognition abroad than at home, including some big names in bossa nova. Today, Brazilian culture is being celebrated more than ever, and it’s become a real source of pride, especially when that brilliance translates into recognition at major awards. When we look at Paulinho’s trajectory and everything he’s done, it just doesn’t make sense: he’s on thousands of songs, the biggest albums, the most iconic soundtracks in history, and even so, too few Brazilians know who he is. Paulinho da Costa’s story is made up of steps that changed music and echo to this day – and that’s why we want to celebrate him."

Paloma di Santo, Director of Scotch Marketing, Diageo: "Music is one of the clearest expressions of progress you can find. It crosses generations, connects people, and helps transform society – and that’s exactly what Johnnie Walker has always supported. In Brazil, we’ve entered the territory through our ‘Steps that Change the Rhythm of the World’ platform, which connects music, culture, and immersive experiences to bring iconic stories and journeys to an even larger audience."

Edu Lima, Pedro Corbett, and Rodrigo Adam, Executive Creative Directors, AlmapBBDO: "It was embarrassing to realize we didn’t have the faintest idea of who he was, but we all knew the songs he gave his rhythm to."

Paulinho da Costa: "This project couldn’t mean more to me. Music has always been my path, and to see this story being told and celebrated in such a beautiful way fills me with pride and joy."

Recognition set for Hollywood milestone

The campaign arrives ahead of a milestone for the musician. In 2026, Paulinho da Costa is set to become the first person born in Brazil to receive a star on the Hollywood Walk of Fame.

Johnnie Walker has positioned the initiative as part of its broader cultural strategy in music, following previous partnerships and award-winning campaigns in Brazil, including Errata 88, which addressed the legacy of bossa nova artist Alaíde Costa.

www.johnniewalker.com

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