Diageo aimed to connect with a new generation of drinkers across Africa, specifically in Mozambique, Zambia, the DRC, Cameroon, Angola, Ethiopia, and Côte d’Ivoire. Whether it was whisky, gin, or vodka, Diageo sought to authentically embed their brand portfolio into the local culture to showcase its relevance.
A Culture & Entertainment program that connected each Diageo Brand to relevant local artists, platforms and events across their particular pillars of Music, Fashion, Film or Design.
Through identifying key moments in the Talent’s worlds, CSA integrated the Brand Partners into their music videos, event appearances, tours, concerts and Fashion shows.
In the Brand world, meanwhile, CSA had the Talent create & post authentic social media content, perform at events, and participate in product launches.
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