Strategy: Recognising Diageo's unique position in the market as a purveyor of premium spirits, we developed a strategy that focused on emphasising the emotional connections, craftsmanship, and quality experiences associated with their brands.
Creative Process: The concept development phase involved deep dives into Diageo's brand portfolio, exploring each brand's individual story and its place in consumers' lives. We focused on the theme "A Deeper, More Valuable Experience" to encapsulate Diageo's vision. This concept was designed to connect brands with consumers, markets with regions, and Diageo with its partners.
We crafted an emotive narrative that celebrated Diageo as the "original craft company with global scale," emphasising their role in important human interactions and emotions. The script was carefully written to balance the heritage of the brands with their relevance to modern consumers, highlighting the transition from quantity to quality in drinking habits.
Execution: We wrote a script which successfully introduced and reinforced Diageo's brand position to a diverse audience. We edited a visually stunning piece using stock footage and bespoke content from the client like the Guinness Storehouse and Johnnie Walker Experience that showcased the craftsmanship behind Diageo's products and the experiences they create.
Outcome: The final commercial of both internal and external stakeholders. It effectively communicated the company's commitment to delivering deeper, more valuable experiences for consumers and partners alike.
The project was well-received, marking the beginning of a series of commissioned assignments from the client. It set a new standard for how Diageo communicates its brand values and vision, particularly in appealing to the millennial market segment.
Client: Diageo / Carat
Responsibilities: Ideation, script and edit
1 x 60"