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27 JUN 2016

27 JUN 2016 Press release

Press release

Diageo win Cannes Lions for creativity 2016

London, 27 June 2016: Diageo, a global leader in beverage alcohol, along with its partner agencies is celebrating four high profile wins for creativity, including two golds, one silvers and 1 bronzes, at the 2016 Cannes Lions International Festival of Creativity last week.

The Guinness Never Alone campaign triumphed at this festival, winning three prizes, a Gold in the new Glass Lions category; this Lion for Change celebrates culture-shifting creativity. Entries in this category need to demonstrate ideas intended to change the world; that is work which sets out to positively impact ingrained gender inequality, imbalance or injustice.

The Never Alone film also won a Gold Film Lions in the alcoholic drinks category, and a bronze in the Entertainment Lions for visual storytelling.

The Pimms ‘Grab A Seat, It's Pimm’s O'clock’ campaign with Carat also won a silver Media Lions for the use of new technology.

Syl Saller, Chief Marketing Officer commented:

“We believe our brands have to make a positive contribution to the world, and the Never Along campaign is a terrific example of this. The new Glass Lion category is especially important to us as there is no doubt our brands can shift culture – whether it’s Smirnoff championing inclusivity, Johnnie Walker inspiring progress or Guinness shining a light on people who “Made of More”. We are so proud of our agency partners who share our vision and do ground-breaking work that makes a difference.”

The winning campaigns are highlighted below:

Guinness Never Alone, AMVBBDO London

Film Lions (Alcoholic Drinks) - Prize: Gold

Entertainment Lions (Talent: Visual Storytelling) - Prize: Bronze

Prize: Glass Lions

The Never alone TV ad and documentary told the story of how Welsh rugby player Gareth Thomas’ teammates supported him unquestioningly when he made the brave decision to come out. A 5-minute documentary on YouTube told his wider life story, narrated in Gareth’s own words. The spot was played around RWC games, and launched alongside the YouTube documentary one week before the tournament started.

Grab A Seat, It's Pimm’s O'clock, CARAT London

Media Lions (Use of New Technology) - Prize: Silver

Imagine walking out of a busy station looking for the ideal place to go for a drink. To help guide consumers and prime them for drinking Pimm’s, a new data stream was created from sensors installed in bars and pubs which understood - in real time - how many seats were available in a nearby pub garden or inside. This sensor fed data into a digital outdoor campaign which served dynamic, localised creative that helped thirsty consumers find a seat in the sun, or inside if it was cloudy to enjoy a Pimm’s and Lemonade.



Investor enquiries:

Angela Ryker Gallagher +44 (0)20 8978 4911
Pieralfonso Falcione +44 (0)20 8978 4838

Media enquiries:

Lisa Crane+44 (0)20 8978 4771
James Crampton +44 (0)20 8978 4613

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.


This announcement contains certain forward-looking statements relating to the financial condition, results of operations and business of Diageo and certain plans and objectives of Diageo. These forward-looking statements can be identified by the fact that they do not relate only to historical or current facts. Forward- looking statements often use words such as "anticipate", "target", "expect", "estimate", "intend", "plan", "goal", "believe", "hope", "aims", "continue", "will", "may", "should", "would", "could", or other words of similar meaning. These statements are based on assumptions and assessments made by Diageo in light of its experience and its perception of historical trends, current conditions, future developments and other factors they believe appropriate. By their nature, forward-looking statements involve risk and uncertainty, because they relate to events and depend on circumstances that will occur in the future and circumstances could cause actual results and developments to differ materially from those expressed in or implied by such forward- looking statements. Although it is believed that the expectations reflected in such forward-looking statements are reasonable, no assurance can be given that such expectations will prove to have been correct and you are therefore cautioned not to place undue reliance on these forward-looking statements which speak only as at the date of this document. In particular, no statement regarding earnings per share should be interpreted to mean that earnings per share will necessarily be greater than those for any relevant preceding financial period. Diageo assumes no obligation to update or correct the information contained in this announcement (whether as a result of new information, future events or otherwise), except as required by applicable law.