Diageo: Weekend Not Wasted – May 2019

How do you champion responsible drinking to a Gen Z audience… without making them yawn?

The Brief:

Binge drinking and drink related incidents are still major issues with Gen Z. It’s something that Diageo, one of the biggest drinks brands in the world, cares deeply about. They believe people should enjoy drinking, just not to excess. So the question was, how do we say this to 18 to 24 year olds without appearing preachy, corporate or traditional?

We created an experience-led content series that championed all the weird and wonderful things you could do if you swapped hangovers for adventures. We got MTV on board to give us editorial credibility and created a series that celebrated what you could do if you woke up headache free.

The ambition was to change our audiences behaviour, our solution, inspire them.

We brought MTV on board so we could be where our audience were spending time.

Summary:

• Developed a format that could be rolled out across different markets

• Partnered with MTV, the place our audience were spending time, to show the content.

• Created an editorial strategy that surrounded the series and was rolled out on MTV

• Series was shown on MTV across Europe being translated into different languages.

• Social and editorial content was created across multiple platforms

• We created a visual identity for the series that took a few fundamental elements of the Diageo branding and made it relevant to our audience.

• We created promotional material for the series that acted as ATL assets.