Diageo’s Reserve Brands Group has created an online film to promote their bartender-training programme World Class.
The global drinks giant teamed up with digital agency 20:20 London to create www.themagnificentsevenblog.com. The four-minute movie is entitled “The Magnificent Seven” and is aimed at high-end bartenders in twenty-six countries, including the UK, Japan and the US. The film sees seven top names in bartending work as a team to pour drinks, pass shakers and craft an ice diamond. The twist is, they are not actually in the same bar.
Peter Riley, creative partner at 20:20 London said: “Trade communications often lack the creativity that is standard in consumer campaigns. Luxury bartenders are some of the world’s most switched-on consumers. In the World Class campaign, and on the http://www.weareworldclass.com website, we treat them as such.”
Fronted by the three-Michelin-star chef Marco Pierre White and the American bartending deity Dale DeGroff, the World Class programme aims to raise the status of bartenders from service workers to “liquid chefs”.
Many of the gurus who feature in the promo are already working with bartenders around the world and all will be present at the final of the competition in London this July.