DON JULIO

La Cantina

CHALLENGE
For Diageo, their handcrafted luxury tequila brand Don Julio is a global winner, but until 2017 had not been promoted direct to consumers via activations in Europe. After successes across North America with roadshow format, Diageo wanted to replicate the model and find a safe pair of hands for all logistics and delivery.

BRIGHT IDEA
First step? Finding a Chevrolet truck from the 1940’s to play the iconic Don Julio truck. We restored, painted and styled it. Then we made sure it was equipped with the authentic bar, barrels, built-in lighting and promotional collateral. We then mapped out a route for the truck – starting in London, then onto Rome, Ibiza and Athens, and ending back in London.