Old Parr Event
Client: Diageo
A series of promotional nightlife events for Old Parr, designed to recruit the next generation of Scotch enthusiasts and foster a strong connection with the brand's global campaign, "A Different Perspective on Life."
Creative
Art Direction
Graphic Design
THE PROBLEM
Mexico City boasts a vibrant Tequila and Mezcal culture, and when it comes to spirits, whisky consumption remains relatively low, with Old Parr, in particular, failing to appeal to the new generation. The prevailing sentiment is that they perceive it as "something my grandfather would drink."
THE IDEA
Orchestrate a series of exciting and disruptive events that entice the new generation of Mexicans to perceive the brand in an entirely new light.
Guests arrived to Casino Español, one of the most beautiful and well-preserved early 20th-century buildings in the Historic Center of Mexico City.
They proceeded up the white marble staircase below ornate hand-painted ceilings and arrived to its expansive main party hall.
Anticipating a classical-themed event, guests were taken aback as they encountered a boldly disruptive modern structure: the main stage and bar creatively crafted entirely from repurposed shipping containers.
The raw and rugged appearance of the corten steel used in the construction stood in striking contrast to the classical interior of the 20th-century hall which created a truly intriguing "different perspective," seamlessly blending old-world charm with contemporary innovation, and left visitors in awe of the harmonious fusion.
THE BUILD
Arquitect: CAAM
THE FINAL RESULT
The response to the event was truly overwhelming. More than 350 guests enthusiastically attended, with long lines stretching around the block. Such tremendous success paved the way for replicating the concept in three other major cities in Mexico.
