Credits
Team Oliver Agency
Client Diageo Spain
Year 2024
Team Oliver Agency
Client Diageo Spain
Year 2024
About
In collaboration with Diageo Spain, we developed a content strategy for The-Bar, a platform designed to bring Diageo brands to life through unique experiences, exclusive content, and events. The objective was to create a full creative line aligned with the consumer journey and brand strategy, while maintaining The-Bar’s identity and adapting it to each brand and platform.
The challenge was to balance consistency with flexibility, ensuring that the visual system could accommodate the diversity of brands, content types, and event formats while staying cohesive and impactful.
In collaboration with Diageo Spain, we developed a content strategy for The-Bar, a platform designed to bring Diageo brands to life through unique experiences, exclusive content, and events. The objective was to create a full creative line aligned with the consumer journey and brand strategy, while maintaining The-Bar’s identity and adapting it to each brand and platform.
The challenge was to balance consistency with flexibility, ensuring that the visual system could accommodate the diversity of brands, content types, and event formats while staying cohesive and impactful.
Creative Leadership & Visual Approach
I led the creative direction for the project and was actively hands-on in the creation of assets, working alongside other collaborators to ensure all outputs were aligned with the overall strategy. I guided the visual direction while collaborating with the strategic team and stakeholders.
The concept, framed around the claim “Celebrating life everyday everywhere”, emphasized celebration, diversity, and entertainment. We developed a playful, colorful, and flexible visual system that could adapt to social media, digital content, newsletters, and events, maintaining a coherent and clean identity despite the high volume and variety of activations.
Impact & Learnings
By leveraging social media, CRM, newsletters, and brand partnerships, we successfully increased engagement and visibility for campaigns including Don Julio Rosado, J&B Orgullo de Pueblo, and events such as Noches del Botánico with Johnnie Walker.
The project strengthened my ability to manage complex content flows, balance strategy with creative execution, and ensure brand consistency while driving impactful audience engagement. It also reinforced the importance of integrating creative leadership with hands-on execution to guide a cohesive visual identity across multiple platforms.
