Diageo World Class Global Competition: Mexico Finals
Diageo Mexico
Event Design / Branding / Campaign
2019
Diageo Mexico
Event Design / Branding / Campaign
2019
Diageo World Class Mexico, the contest that brings together the best bartenders in a competition
to find the bartender who will represent the country in the global competition, had its 2019 final in Mexico City. The creative idea of that year was to make people more involved in the Mexican mixology culture, so we decided to use the assets of the global competition and adapt them in a visual language that could talk about Drinks at home and make the processes more participatory between the bartender community and the general public.
to find the bartender who will represent the country in the global competition, had its 2019 final in Mexico City. The creative idea of that year was to make people more involved in the Mexican mixology culture, so we decided to use the assets of the global competition and adapt them in a visual language that could talk about Drinks at home and make the processes more participatory between the bartender community and the general public.
We created a special guerrilla campaign in which we encouraged people to create cocktails from the Diageo Reserve portfolio: Johnnie Walker, Tanqueray Gin, Bulleit Bourbon, Tequila Don Julio, Ron Zacapa & Ketel One Vodka, with the slogan "you are World Class" we created a series of campaigns and events to warm-up the local final in Mexico City doing take-overs of different main bars in the city so that everything culminated in the main-event.
For the final we took a Victorian house in the center of the city and transformed it into a house of experiences where each place had a purpose, from the kitchen spaces for the master classes, to the old rooms to be themed brand spaces to guide the guests to experience the different activities of the house, from the speedrack testing rooms, the bar booths to culminate everything in the main room where the awards ceremony and the final trophy presentation took place, starting the celebration party that same night.
Agency: C^rtel Mexico City
Design & Art Direction: Diego León aka "El Chico León"
Graphic Design: Diego León
Account Manager: Maria José Pérez Vivas
Industrial Design & Experience Design : Armando Díaz / Juan Manuel Moreno / Erika Ramirez
Trophy Design: Armando Díaz
Design & Art Direction: Diego León aka "El Chico León"
Graphic Design: Diego León
Account Manager: Maria José Pérez Vivas
Industrial Design & Experience Design : Armando Díaz / Juan Manuel Moreno / Erika Ramirez
Trophy Design: Armando Díaz
