Magic of Moderate Drinking 2.0 Spring / Summer

Refreshing The Magic of Moderate Drinking

Festival films compilation

Objectives and Key Messaging

Building on our Magic of Moderate Drinking global campaign for Diageo, we produced a Spring/Summer campaign  with the objective to ensure The Magic of Moderate Drinking continues to grow across 2024 and FY25.

We built out a refreshed Spring/Summer suite of assets to reach audiences with an always-on moderate drinking message. The cinemagraphs made were flexible across the following themes:

-              Festivals

-              Travel

-              Summer Moments

-              Sport

Our key messaging was to show how important moderate drinking is across all scenarios, consumers should feel empowered to have a healthier mindset towards drinking and feel they are able to moderate by:

-              Staying hydrated with water

-              Choosing non-alc options

-              Eating food

-              Opting for a single measure

Refreshing the Magic

In our previous campaign, we had the captivating charm of our host to weave the magic. Now, with the launch of campaign 2.0, we’ve taken it a step further by incorporating cinemagraphs, seamlessly bringing the magic to life. This approach has created not just a visually cohesive campaign, but also an experience that invites audiences to truly ‘savour the moment’. Each frozen moment is enhanced by elements within the frame that magically spring into motion, adding an extra layer of depth and intrigue.

OOH - Digital Screens

Campaign Results

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