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The One Club for Creativity and Diageo North America Announce Partnership to Recognize and Promote Diversity, Inclusion and Gender Equality Among Young Global Creatives


The One Club for Creativity, a leading global non-profit organization celebrating creative excellence in advertising and design, and Diageo North America today announced a significant partnership to recognize and promote diversity, inclusion and gender equality among young creatives around the world.

The partnership ties in with The One Club’s Young Guns program, which for more than 20 years has served as the industry’s only international, cross-disciplinary, portfolio-based awards competition that identifies today’s vanguard of globally and culturally diverse creative professionals 30 years of age and under.

The first component of the partnership is the Diageo-Young Guns Diversity & Inclusion Award, kicking off this fall. Teams at Diageo North America and The One Club will review portfolios of all Young Guns 16 global finalists and select a winner of the new award.

That winner, to be announced at the Young Guns 16 ceremony and party on November 15, 2018 at the Highline Ballroom in New York, will have the opportunity to collaborate on a creative project for Diageo on one of the company’s global brands, which include Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Sophie Kelly, senior vice president, North America Whiskeys Portfolio, Diageo, explained that the partnership with The One Club is a great fit because diversity, inclusion and creativity are all core value that are nurtured and celebrated at Diageo.

“A wide range of viewpoints, experiences, skills and capabilities is critically important to any business today, and we depend on diverse talent to drive our business,” said Kelly. “We look forward to working with The One Club to identify and recognize the emerging talents of young creatives around the world, and help them to grow further as they realize their potential.”

“One of the four pillars of our organization is a commitment to advancing diversity and inclusion in advertising and design, and we are thrilled to have Diageo play such a significant role in supporting our work in that area,” said Kevin Swanepoel, CEO, The One Club for Creativity. “This new partnership will raise awareness on the topic and help elevate those inspiring young creatives who are leading the way and making a difference.”

Diageo is known for its strong track record in areas of diversity, inclusion and gender equality. The company achieved gender parity on its board with an intent to have its senior leadership team 35% female by 2020. Half of the members of the Diageo North America executive team are women, led by Deirdre Mahlan, president, Diageo North America. Industry recognition includes Diageo being listed on the Bloomberg Gender Equality Index, ranked fourth in the Thomson Reuters Global Diversity and Inclusion Index and a signatory of Free the Bid.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow us on Twitter for news and information about Diageo North America: @Diageo_NA. Celebrating life, every day, everywhere.

The One Club for Creativity, producer of the prestigious One Show, ADC Annual Awards and Creative Week, is the world's foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. The One Show is a top global awards show for advertising, design and digital marketing focusing on creativity of idea and quality of execution. The ADC Annual Awards honors the best creative work in terms of craft, design and innovation across all disciplines. Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.



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Twelve Challenges Perceptions of Insurance Marketing with New Co-Op Insurance Campaign: ‘For Life’s Adventures’



Co-op Insurance has launched a social media brand campaign created in partnership with award-winning creative agency, PSONA Twelve, titled ‘For Life’s Adventures’.

The campaign was designed to challenge the existing negative tone of many insurance adverts and instead celebrates the wonderful, positive adventures in life that insurance enables us to do.

The centrepiece of the advert is a unique branded podium featuring a button labelled ‘press for adventure’. The adverts show curious pedestrians walking towards the flashing sign before receiving cards with a suggested adventure on it: a little girl is encouraged to give a+ gift, a woman dances with a hula hoop, and a holiday-goer is challenged to pack a suitcase as quickly as possible.

The work advertises Co-op Insurance’s full range of services including Travel, Car, Pet, Life and Home, each scenario reflecting that the company is there to take care of customers as they embark on their life’s adventures, big and small.

Neame Ingram, Creative Director at PSONA Twelve, said: “When it comes to insurance, most brands typically sell it on price, prangs and peace of mind. We wanted to take a different approach that brought people’s minds back to fun and away from seeing buying insurance as mundane or complex.”

Chris Twigg, Head of Digital added: “We wanted PSONA Twelve to deliver a campaign that fit with the persona and voice of the wider Co-op Group: friendly, helpful, and community-focused. Their work has achieved this brilliantly and illustrates that insurance doesn’t have to be something to be afraid of.”

The campaign launches on the 18th April for one month across social media (Facebook, Twitter and Instagram Stories).

The podium that has been created will also be used at events throughout the UK, allowing Co-op Insurance to maximise value of the campaign.

Credits:
Title/Project: Co-op Insurance: For Life’s Adventures
Agency: Psona Twelve / Twelve
Agency contact: Kate Knight
Agency contact job title: Group Account Director
Client name: Debbie Aspery
Client job title: Social Media & SEO Specialist

Client name: Anna Morley
Client job title: Digital Engagement Lead
Creative Director: Neame Ingram
Creative team: Dave Paul & Natascha Davis
Planner / CSU director: Pierce Calnan
Exposure: Facebook, Twitter, Instagram

About Co-op Insurance:
Co-op Insurance is part of the Co-op, one of the world’s largest consumer co-ops, owned by millions of members. Alongside Co-op Insurance, we have the UK’s fifth biggest food retailer, the UK’s number one funeral services provider, and a developing legal services business.
As well as having clear financial and operational objectives, the Co-op is a recognised leader for its social goals and community-led programmes.

About Twelve:
It’s in our people and our work.
People who do more: experts in every area, whose energy and ideas spill into every other area.
Work that works harder: advertising that creates action, experiential that makes headlines, shopper that builds brands, B2B that touches people and social that sells. Ideas that do a lot, sometimes with not a lot: without huge budgets or lots of time. We think that matters, especially now.
For more information go to: https://www.twelve.agency/

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