John Diss
Art Director
ABOUT
This was part of a pitch to Diageo in order to achieve category uplift for Scotch Whiskey . More specifically they wanted new, younger converts using an approach that wouldn't put off the existing audience.
I needed to make it seem both relevant and aspirational. I needed to make it cool. Something out of the ordinary. So I ditched grouse moors and stags and most of the often used cliches but I kept hold of one (I couldn't let people think we were selling Irish Whiskey!). I got to grips with tartan and gave it a modern makeover. Merging it with some design classics.
I suggested some mixers with strong names for good bar-call and created a written language that underscored the fact that there was a Whisky and mixer to suit all types. Something to suit all tastes.
Then I put some Ads together.
CLIENT REVIEW
John created this work as part of an overall Diageo range and category pitch in the UK to shift perceptions and recruit a new target into a cross section of spirit categories. His thinking and approach contributed greatly to the successful outcome of the business being awarded Geometry.
Global Executive Creative Director at Geometry
21 Jan 2021