This idea gave us the freedom to select key locations and find the right characters to star. With travel restrictions still in place, we chose Dublin, London, and Edinburgh and held castings of employees that would represent the diversity of talent that Diageo enjoys.
With geographies, again, we took the idea of the blend to disrupt more traditional assumptions and found an Indian national running a distillery in the Highlands of Scotland and a Ghanaian running the innovation hub in London.
Using these characters we told the story of global initiatives, around water preservation and responsible drinking. Real voices as narrators connected the script so we could make sure the markets we couldn’t travel to were represented. Ultimately we wanted our viewers to go on a journey of how the liquids are made, from a kernel of grain to the final glass.
