An international production showcasing Diageo's purpose through it's people.
A celebration of the brands, people and passions that make up Diageo. A high-end brand film to update the company’s global positioning and reflect a completely new brand identity.
Our challenge was to create a coherent film that interwove different story strands. Diageo was our first client and we are so proud to have supported the business for many years.
A challenge we have always embraced in our work is that whilst many people know of world-famous brands such as Johnnie Walker, Guinness, and Smirnoff – Diageo as a company is less recognized. Many of our videos need to tell the company rather than the product story. This was no exception.
Stuart, our creative director came up with a solution that would draw in different narratives to make the film feel complete. With Diageo, we have iconic brands, a global footprint, and a very diverse talent pool. Taking his cue from Diageo as a premium beverage alcohol company, and Scotch being a major part of their portfolio, Stuart grasped the idea of blending as a concept and used this to bring a multi-layered film to life. Diageo truly is a blend – of brands, talented people, and different CSR initiatives that needed to be conveyed.
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.
We cast "real" characters to represent the well over 27.000 Diageo employees around the world. We gave them their moment to shine with the brands as supporting acts.
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