Diageo International Women's Day

Invest in Women. Accelerate Progress.

Diageo IWD Launch Film

The Brief and Key Messaging

Diageo challenged us to develop a campaign for International Women’s Day with the following objectives: 

  • Advocate for gender equality and champion inclusivity: 

  • Highlight Diageo's commitment to women through initiatives like WASH and Learn for Life projects. 

  • Showcase Diageo's efforts in promoting financial inclusion for women. 

The campaign serves as an opportunity to reaffirm Diageo's dedication to Diversity and Inclusion. The UN's International Women’s Day theme underscores the importance of investing in women: 

“Investing in women is a human rights imperative and cornerstone for building inclusive societies. Progress for women benefits us all.” – UN Women​ 

Our goal was to raise awareness about the various ways to invest in women while celebrating female role models worldwide. 

Our Creative Campaign

Through initial strategy development, we crafted a comprehensive campaign encompassing key messaging, objectives, and a narrative tailored to guide internal communications throughout Diageo's global network. 

Derived from our overarching campaign narrative, we produced a hero video designed to stand out amidst ongoing internal communications, aiming to promote engagement in Diageo's International Women's Day (IWD) initiatives worldwide. 

We leveraged the UN Women theme as the driving force behind the film's narrative, spotlighting women from diverse backgrounds and communities, including those: 

  • Engaged in hospitality roles 

  • Operating as suppliers in agriculture from varied backgrounds 

  • Involved in the Guinness Women’s Six Nations 

  • Participating in supplier sustainability management training programs 

  • Part of the Spirited Women’s Network 

  • Undergoing training in Diageo's Learning for Life initiative 

The final product was a 90-second video created using a mixture of stock footage and text graphics. This approach was instrumental in advancing the narrative while showcasing each of Diageo's key achievements and initiatives.  

Additionally, edited versions tailored for social media were prepared and showcased on Diageo's external channels, including LinkedIn and Instagram. 

We also created a toolkit for local market IWD activation, consolidating all of Diageo's financial wellness tools and initiatives into a single resource for employees. 

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Social IssuesClaire Eades