Spring Has Sprung in Diageo's Classic Cocktail Campaign

After the heart warming success of the holiday season, Diageo is back with a new springtime spot, once again directed by the talented Rocio Crudo (represented by Easy Mondays in the US). 

This time, the spotlight is on the vibrant energy of spring as friends come together to enjoy Diageo's refreshing line of pre-mixed classic cocktails. We set our eyes on a sunny afternoon in a lush garden setting, with laughter, good vibes, and, of course, delicious drinks! 

Just like the holiday spot, this new springtime creation is a testament to the collaborative effort between Diageo, Bakery Agency, and Rocio. Reflecting on collaborating, “I enjoyed working with Bakery a lot. They have a great vision and were super open to hearing our proposal as a team, and we felt a lot of support in even the small ideas which counts so much. Together, we designed every detail to build a memorable and real experience for us, for them, and the viewer.” 

Known for her knack for creating authentic environments, she brought her signature touch to this lively springtime gathering. “The concept was catching the fresh and vibrant atmosphere you get when the first warm days of the year finally come. Sun is the perfect excuse, no matter what, for sharing. We tried to picture the ordinary and extraordinary relatable moments of gathering. The joy of coming together. We created a candid and colourful atmosphere to have the product always first but in an organic way,” said Rocio. 

We asked Rocio what differentiated this campaign from the holiday, she said, “The exciting thing about this campaign was catching the deepest emotion behind each season. The atmosphere, colours, and emotions behind it were super different for both, but sharing one thing: fun. The main goal was to portray the genuine, spontaneous moments of gathering.“ 

Shot with a blend of digital and film mediums, the spot captures the season's essence with its bright colours and joyful moments. Rocio’s keen eye for casting ensures that every interaction feels genuine, from the spontaneous laughter to the shared moments of togetherness. “Mixed formats always add freshness and a bold, unique spirit. We collaborated with LOBOS to create this blend, mixing beauty shots of the product and more classic takes with snapshots, this was possible because they were catching all these genuine moments during the shooting”, Rocio shared. 

This fresh spot is an invitation to embrace the warmth of spring and celebrate life's moments with Diageo's delightful cocktails. Get ready to raise a glass and toast to the joys of the season!