DIAGEO #LOVESCOTCH
Concept
A worldwide celebration of scotch through music, art, food and plenty of whisky of course!
A common misconception is whiskey appreciation is a stuffy, stodgy or boring affair. Whiskey has long been associated with a sense of class, status and wealth. However, millennial drinkers are now looking to break that association. On International Scotch Day on 10th February 2017, leading alcohol company Diageo was hosting multiple events across the world and Homegrown conceptualized and executed the #LoveScotch event for the Indian market.
strategy
The LoveScotch event was a showcase of whisky through the eyes of art, in various forms. The idea of the event was to create a space where whisky consumption (through perception and actual physical consumption) was re looked at in a contemporary manner making it appeal to the urban millennials today. Scotch in particular is often considered stuffy with too many rules, meant for older people and the idea of the LoveScotch event was to break away from those perceptions and create a unique space where one can experience scotch through multiple touch points.
The concept of the event revolved around a modern speakeasy, Brooklyn inspired bar with contemporary decor and accents that appeal to the youth yet bring out the history and personality of the whisky.
Execution
A massive and exclusive (600+people) event was attended by global icon Freida Pinto and the brand ambassador of Diageo Mr. Ewan Gunn. We got 4 of India’s best Installation artists to create installations that payed homage to the brands Johnny Walker, Black Dog, VAT69 and Black & White which were showcased on ground.
Added to which we also had 5 multimedia artists portraying their love for scotch through their own individualistic styles. Chef Kelvin Cheung was roped into whip up some delicious food for the guests while music artists Sid Vashi, Delhi Sultanate & Begum X and Lynston took over the night.