Category:

Partnerships

Client:

Diageo

Country:

UK

The Story

The Story Lab partnered with leading luxury magazine GQ to launch a series called "Two Whiskies With...", which saw British comedian Jack Whitehall interview a range of first-class talent from the worlds of sport, music and film. Aside from providing a playful insight into the men in a laid-back setting, the series crucially carries a message for responsible drinking. The approach taken marks an important step change in how brands typically tackle this subject.

Working closely with the publishing team at Conde Nast, we produced a series of entertaining and informal discussions in which world-famous David Beckham, Luke Evans (of The Fast and the Furious and The Hobbit), and Brit Award-winning musician Tom Odell discuss their drinks preferences. The interviews make clear their preferences for quality over quantity, a key message driving the campaign.

The content is designed to live natively within the GQ video platform while also hosted on Haig Club’s owned global and social media channels. Two Whiskies With… was the third and final content series in the partnership. It built on the great work of The One, a quest to find the perfect Haig Club cocktail recipe and A Night and Day In…, which saw Jack Guinness drinking sensibly in order to get up early and explore some of Europe’s finest cities – Madrid, Lisbon and London – the following morning.

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The Story Lab in

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Address

10 Triton St

Regent’s Place

London

NW1 3BF

The Story Lab in

Vietnam

Address

19th Floor

Vincom Center

72 Le Thanh Ton

Str. Dist.1

HCMC

Contact

+84 8 3936 9186

thestorylabapac@storylab.com

The Story Lab in

Australia

Address

105 York Street
South Melbourne
VIC 3205

Contact

+61 3 9693 3950

The Story Lab in

Canada

Address

1st Floor

116 Spadina Avenue

Toronto

Ontario

M5V 2K6

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

France

Address

4, Place de Saverne

Courbevoie

Paris

92400

Contact

+33 1 4116 1718

The Story Lab in

Mexico

Address

Av. Santa Fe 440 piso 11. Col. Santa Fe,

Delegación Cuajimalpa

C.P. 05348 México D.F.

Contact

The Story Lab in

Russia

Address

Presnenskaya embankment, 6/2

Imperia Tower, 123317

Moscow

Contact

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 (0)20 7430 6000

enquiries@Storylab.com

The Story Lab in

United States

Address

2nd Floor

2700 Pennsylvania Ave

Santa Monica

CA 90404

The Story Lab in

Germany (Hamburg)

Address

The Story Lab GmbH

Alsterufer 3

20354

Hamburg

Contact

+49 403575670

office.hamburg@storylab.com

The Story Lab in

The Netherlands

Address

​Moermanskkade 85

1013 BC

Postbus 15905

Amsterdam

Contact

+ 31 (0) 20 519 1700

http://storylab.com/netherlands

The Story Lab in

Austria

Address

Gumpendorfer Straße 11-13/19

1060 Wien Austria

The Story Lab in

Italy

Address

​Via Bracco 6

20159

Milano

Italy

Contact

The Story Lab in

United Kingdom (North)

Address

117-119 Portland Street

Manchester

M1 6ED

Contact

+44 (0)161 228 3909