In 2024 I produced both the summer and festive season ‘The Magic of Moderate Drinking’ campaigns for Diageo - and then produced the follow-up campaign in summer 2025. These responsible drinking campaigns used film, still assets across print and digital, and Spotify audio ads, to engage with the general public in the UK, Hungary and Spain.

We developed a fun and dynamic visual creative which avoided downbeat, preachy responsible drinking messaging, to instead push various positive drinking behaviours per ad (water, trying non-alc options, eating food, using alcohol measures, etc). Campaign assets included film content for online, website skins for digital, and static print advertising for out-of-home at key locations across Europe, from London Kings Cross St Pancras station, to Sziget music festival Budapest, to Madrid and Barcelona rail stations, to trams across Budapest.

I also had the pleasure to develop and produce x2 audio ads, in English and Spanish, which were used on Spotify in summer 2024! These targeted festival-goers and those out to celebrate the summer in style with a message of responsible drinking.

Credit: Producer

Agency: Marmalade