Diageo’s Mixionary campaign, an integrated advertising campaign featuring cocktails and mixed drinks, is in the running for a Yellow Pencil for art direction at the D&AD Awards, and is shortlisted for design (catalogue) at the CLIO Awards. The Mixionary campaign, online at mixionary.com, outlines cocktail ingredients and steps with simple icons. A set of posters presents cocktails in a simplified, graphic form, demystifying the art of making cocktails using meticulously proportioned, screen-printed colour blocks to represent the volume of each ingredient, with metallic inks to represent Diageo’s Premium brands.
Each ink has a different texture and meticulous measurements were required for each colour block. The designers at Maud printed and reprinted the posters to ensure the finished pieces were beautifully elegant and detailed. The info graphic breakdown series includes a Cosmopolitan, Bloody Mary, Vodka Martini, Gin and Tonic, La Primavera, Agave Margarita, Manhattan and Tom Collins. Printed on a KW Doggett’s Keay Kolour craft stock, the posters are part of the Mixionary platform, which positions Diageo as the world authority on cocktails and mixed drinks.
The Mixionary campaign was developed at The Monkeys, Sydney, by executive creative director Justin Drape, creative director Micah Walker, copywriter Henry Kember, group content director Dan Beaumont, content director Gini Sinclair, digital head of art Kristian Saliba, digital creative director Jay Gelardi and at Maud, Sydney by creative director David Park.