Don Julio Por Amor
Building on the successful work on Don Julio from 2022, Whale and Proud Robinson collaborated again to create a global campaign for use in broadcast, cinema, online, out of home, and social.
On the film side of things we worked entirely with existing footage (making this project the clear frontrunner for most sustainable project of the year at Whale and for Diageo) to create a film that sacrifices nothing when it comes to being fresh, energetic, and disruptive in the category. By using the crafts still available; offline edit, post production, music, a new voiceover, and the creative leadership of PRP, we created a spot we’re incredibly proud of.
On the static side of things, Producer Alice Lewis spent nearly a month on the ground in Mexico City and Jalisco. We managed to bring a fresh new approach to both capturing Primavera farm, where Don Julio has been produced for generations, and created a full suite of serve, product, and occasion content, all shot in authentic Mexico City locations.
Our partners at Diageo, Proud Robinson, The Lift, and photographer Santiago Soler are the reason the work is as good as it is, it's been thrilling to see it roll out globally.