MAKE HOSTING FUN AGAIN
Hosting shouldn’t mean missing out on ALL the fun
ASSOCIATE
CREATIVE DIRECTOR
Role: Concept development · Experiential storytelling · Creative pitch presentation · Brand positioning through lifestyle lens
AREA: ALCOHOL . EXPERIENTIAL DESIGN
CLIENT: DIAGEO - COCKTAIL COLLECTION AGENCY: DENTSU
Challenge: Hosting can feel stressful—mixing drinks, juggling recipes, and keeping guests entertained. Diageo’s Ready-to-Serve Cocktail Collection simplifies the experience, letting consumers serve premium cocktails effortlessly. The challenge: show that RTS products don’t just deliver convenience, but actually bring the fun back to hosting.
Idea: Create an immersive, lifestyle-inspired space that reframes hosting through a lens of fun and playfulness. By blending interactive design with brand storytelling, the experience demonstrates the ease and simplicity of the RTS collection—removing the stress from cocktail making and replacing it with memorable, shareable moments.
Concept Routes:
Concept 01 – Fun House:
Inspired by a traditional carnival Fun House.
Guests move through interactive, photo-worthy rooms designed to let them cut loose from hosting fears.
Quirky, playful activations spark joy and underscore the carefree spirit of RTS cocktails.
Concept 02 – Amaze Bar:
A walk-through maze representing the confusion and effort of making cocktails from scratch.
Playful wall panels highlight common hosting and cocktail-making struggles.
The maze leads to a bar oasis, where brand ambassadors serve RTS cocktails—revealing how simple and enjoyable hosting can be with the Cocktail Collection.
Projected Results:
• Positioned RTS cocktails as a lifestyle solution, not just a product.
• Concepts presented as creative directions for experiential rollout, with potential to scale across cultural and festival events.
