DIAGEO

BRIEF

Diageo briefed Beyond to secure a talent name, relatable to a male 55-74 year old audience, who is comfortable talking about issues related to mens mental health and drinking, for their Men on a Mission campaign.

The campaign partnered with Mens Shed Association to help men foster social connection, improve wellbeing and promote alcohol moderation. As someone who has been open about his struggles with mental health, Tony Bellew was the perfect choice to front the campaign.

BEYOND VALUE

After the client had to remove their initial talent option from the campaign at the last minute, Beyond were able to find an alternative option within five days, who exceeded their initial choice and overdelivered.