DIAGEO FUTURE SPIRITS
Challenge
Ahead of TFWA 2024 in Cannes, Diageo set out to spark meaningful conversations about the future of the duty-free spirits category. The goal wasn’t just to showcase products, but to position Diageo as a thought leader opening up dialogue with travel retail partners about how airport experiences could evolve on a global scale.
Approach
To shape the direction, a clear project brief was developed, focusing on insight-led thinking and future potential. A flexible global strategy was created, designed to work across different airport environments. To bring it all to life, the team produced a suite of visuals, including diagrams, five key concept images, and a one-minute animation, all crafted to inspire conversation and provoke fresh thinking within the industry.
Results
The final piece delivered more than just a vision, it created a platform for collaboration. Launched at TFWA 2024, the work helped Diageo open up deeper discussions with partners, using creativity and insight to reimagine what the future of duty-free spirits could look like around the world.
