Greencard Creative

The world's leading premium drinks company with an outstanding collection of international brands across spirits, wine and beer. Diageo and The Latin Connection team wanted to celebrate Hispanic Heritage Month 2010 and leverage the occasion to raise awareness of the growing and changing Hispanic market as a business opportunity within the company. Greencard Creative came up with the theme "Be Inspired" emphasizing Latinos trendsetting influence and creativity instead of their roots.

POP The team at GC used one of the pieces of art from an artist in the exhibit as main image to inspire and motivate people to attend the internal events planned around Hispanic Heritage Month.

Digital/videos E-mail blasts, digital invitations and videos were created to generate buzz.

Art exhibit GC organized and curated the main event at Diageo's New York offices: the art exhibition "Be Inspired: Latin American Artists in NYC," featuring original paintings and photographs from Latino artists in the US. The exhibit included 8 emerging artists: Gerard Ellis, Jose Ortega, Tania Marmolejo, Sergio Baradat, Leslie Jimenez, Lillian Alonzo-Marin, Gaby D'Alessandro and Cynthia Lawson Jaramillo, representing Ecuador, Dominican Republic, Mexico, Colombia and Cuba. This 3-week long exhibit was supported by Reserva brands Johnnie Walker, Tequila Don Julio, Buchanan's, Jose Cuervo, Ron Zacapa and Smirnoff Ice.

Innovations Working with Innovations team at Diageo.