Diageo Worldclass Collection. Photoshoot for the premium spirits collection
No supermodels, no yachts and only amateur golfers
The 'World Class Collection', Diageo's portfolio of premium spirit brands, has traditionally been marketed as a signifier of wealth, success, and glamour. Its world is often portrayed as an unattainable mix of private jets, world-famous golfers, and supermodels.
Our campaign placed the product at the centre of an aspirational, fun, and social occasion. We wanted to remain sympathetic to each brand's existing advertising while portraying a more relatable social environment that the consumer could envisage being part of. No supermodels, no yachts and only amateur golfers.
My Role
Creative Direction
Art Direction
Client
Diageo
Agency
Independents United
Contributors
Photography: Ian Derry