Category:

Partnerships

Client:

Diageo

Country:

UK

The Story

The Story Lab partnered with leading luxury magazine GQ to launch a series called "Two Whiskies With...", which saw British comedian Jack Whitehall interview a range of first-class talent from the worlds of sport, music and film. Aside from providing a playful insight into the men in a laid-back setting, the series crucially carries a message for responsible drinking. The approach taken marks an important step change in how brands typically tackle this subject.

Working closely with the publishing team at Conde Nast, we produced a series of entertaining and informal discussions in which world-famous David Beckham, Luke Evans (of The Fast and the Furious and The Hobbit), and Brit Award-winning musician Tom Odell discuss their drinks preferences. The interviews make clear their preferences for quality over quantity, a key message driving the campaign.

The content is designed to live natively within the GQ video platform while also hosted on Haig Club’s owned global and social media channels. Two Whiskies With… was the third and final content series in the partnership. It built on the great work of The One, a quest to find the perfect Haig Club cocktail recipe and A Night and Day In…, which saw Jack Guinness drinking sensibly in order to get up early and explore some of Europe’s finest cities – Madrid, Lisbon and London – the following morning.

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The Story Lab in

Canada

Address

1 University Avenue, 6th Floor

Toronto, Ontario

M5J 2P1

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

Canada

Address

1 University Avenue, 6th Floor

Toronto, Ontario

M5J 2P1

Contact

+1 416 504 3965

canada@storylab.com