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A strategic piece to rebrand Diageo Whisky category and how it connects to popular culture. In a bold rebranding of the whisky category, tradition meets modernity, blending the rich heritage of aged spirits with the pulse of popular culture. Labels adorned with iconic symbols evoke a sense of timelessness, resonating with a new generation. This fusion inspires a spirited connection, inviting enthusiasts to savor not just a drink, but a cultural journey.

'This Is Whisky' film - VO by Tim Roth

Examples of the creative ouputs


Packaging inspired by the Blade Runner film

Ads featuring Christina Hendricks inspired by the TV series Mad Men 

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