Diageo: George Dickel – Raising The Bar


Diageo / George Dickel: raising the bar


George Dickel is a handcrafted Whiskey built on a simple philosophy. Instead of creating ads, we made an entertainment platform for people who care about craftsmanship just as much as we do. Raising the Bar was a multifaceted content platform, culminating with all six episodes airing on Hulu and TV on the Sundance Channel to 40 million homes. Event activations in Nashville and Kansas City showcased live building competitions. In the end, we turned a product sampling assignment into premium content on a premium network that performed as well as top reality TV shows on Hulu. Moreover, our viewers spent nearly 10 minutes with each episode – a testament to handmade the hard way.