Employing LiveLab, our live contextual approach, we created three distinct events (including a supper club), at which we served prototype drinks, (and food) that were designed to mimic key target occasions. This approach enabled us to gain rich and honest responses from genuine consumers who were attracted to the events, rather than using a traditional research and recruitment approach that relies on projected claims. Three Years later some of those insights became a reality with products out in the market. We were briefed to bring together Diageo’s growing alcohol-free range into one cohesive world to drive awareness of the booming category. Inspired by fashion houses that represented a shared vision of quality, style and taste, we created the House of 0.0%. A multi-channel campaign that spanned the on and off trade, e-commerce, physical activations and culture & entertainment. The highlight of the campaign was our vintage truck which toured the country getting liquid on lips and delivering awareness of the full Diageo non-alc portfolio.