Ogilvy One, Beijing, commissioned Jonathan Williams to create a series of images for a mini site within Johnnie Walker's Asia Pacific website. These images were built into 3D navigational pop-up books; each element on a page links to a different section of a mini site called “The Pact Between Men.”

“The Pact Between Men” is an aspirational story which adapts Johnnie Walker's global “Keep Walking” campaign for the Chinese market. In sharp contrast to the quiet reflective whisky mood in the west, Chinese drinkers consume whisky in the company of close friends, on a night out in a noisy karaoke bar.

“The Pact” follows the progress of four friends walking the path to greatness together - friends who have already formed a successful architectural partnership. One of these four dreams of becoming a film director; the other three decide to fire him, not because of incompetence but because they have to honor their promise to help him reach his full potential. In the last scene, the four friends raise a toast and say “Keep Walking,” signifying a pact to help each other progress through life.