{"id":1688,"date":"2025-08-27T13:56:20","date_gmt":"2025-08-27T05:56:20","guid":{"rendered":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/?post_type=project&#038;p=1688"},"modified":"2025-10-10T16:03:57","modified_gmt":"2025-10-10T08:03:57","slug":"diageo","status":"publish","type":"project","link":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/project\/diageo\/","title":{"rendered":"Diageo"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1688\" class=\"elementor elementor-1688\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\" data-elementor-post-type=\"project\">\n\t\t\t\t<div class=\"wd-negative-gap elementor-element elementor-element-2c5fafb wd-section-stretch e-flex e-con-boxed e-con e-parent\" data-id=\"2c5fafb\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-17aaa10 wd-section-stretch e-flex e-con-boxed e-con e-parent\" data-id=\"17aaa10\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8f20404 e-con-full e-flex e-con e-child\" data-id=\"8f20404\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ed4fe53 elementor-widget elementor-widget-button\" data-id=\"ed4fe53\" data-element_type=\"widget\" id=\"go-back\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-angle-left\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M31.7 239l136-136c9.4-9.4 24.6-9.4 33.9 0l22.6 22.6c9.4 9.4 9.4 24.6 0 33.9L127.9 256l96.4 96.4c9.4 9.4 9.4 24.6 0 33.9L201.7 409c-9.4 9.4-24.6 9.4-33.9 0l-136-136c-9.5-9.4-9.5-24.6-.1-34z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Go back<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-131ddf1 elementor-widget elementor-widget-heading\" data-id=\"131ddf1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Diageo<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8759ee3 elementor-widget elementor-widget-heading\" data-id=\"8759ee3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Saying 'no' to drink driving<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0165032 e-con-full e-flex e-con e-child\" data-id=\"0165032\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c2649b elementor-widget elementor-widget-heading\" data-id=\"5c2649b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span>FMCG<\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-148e389 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"148e389\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-brain\" viewBox=\"0 0 576 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M208 0c-29.9 0-54.7 20.5-61.8 48.2-.8 0-1.4-.2-2.2-.2-35.3 0-64 28.7-64 64 0 4.8.6 9.5 1.7 14C52.5 138 32 166.6 32 200c0 12.6 3.2 24.3 8.3 34.9C16.3 248.7 0 274.3 0 304c0 33.3 20.4 61.9 49.4 73.9-.9 4.6-1.4 9.3-1.4 14.1 0 39.8 32.2 72 72 72 4.1 0 8.1-.5 12-1.2 9.6 28.5 36.2 49.2 68 49.2 39.8 0 72-32.2 72-72V64c0-35.3-28.7-64-64-64zm368 304c0-29.7-16.3-55.3-40.3-69.1 5.2-10.6 8.3-22.3 8.3-34.9 0-33.4-20.5-62-49.7-74 1-4.5 1.7-9.2 1.7-14 0-35.3-28.7-64-64-64-.8 0-1.5.2-2.2.2C422.7 20.5 397.9 0 368 0c-35.3 0-64 28.6-64 64v376c0 39.8 32.2 72 72 72 31.8 0 58.4-20.7 68-49.2 3.9.7 7.9 1.2 12 1.2 39.8 0 72-32.2 72-72 0-4.8-.5-9.5-1.4-14.1 29-12 49.4-40.6 49.4-73.9z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Content Strategy &amp; Development<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-video\" viewBox=\"0 0 576 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M336.2 64H47.8C21.4 64 0 85.4 0 111.8v288.4C0 426.6 21.4 448 47.8 448h288.4c26.4 0 47.8-21.4 47.8-47.8V111.8c0-26.4-21.4-47.8-47.8-47.8zm189.4 37.7L416 177.3v157.4l109.6 75.5c21.2 14.6 50.4-.3 50.4-25.8V127.5c0-25.4-29.1-40.4-50.4-25.8z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Video Content &amp; Production<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae63e6c elementor-widget elementor-widget-html\" data-id=\"ae63e6c\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<script type=\"text\/javascript\">  jQuery(document).ready(function() { jQuery('#go-back').on('click', function() { window.history.go(-1);  return false; }); }); <\/script> \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-79046fa e-flex e-con-boxed e-con e-parent\" data-id=\"79046fa\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a37159b e-con-full e-flex e-con e-child\" data-id=\"a37159b\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eb18426 elementor-widget elementor-widget-heading\" data-id=\"eb18426\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Brief<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c2da7d1 e-con-full e-flex e-con e-child\" data-id=\"c2da7d1\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e0cd62 color-scheme-inherit text-left elementor-widget elementor-widget-text-editor\" data-id=\"3e0cd62\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\tHow do you discourage people from drinking and driving? You hear first-hand from those who did, only to have their lives irrevocably changed as a result. We worked with alcohol producer Diageo to produce a hard-hitting anti-drink driving video campaign called \u201cWrong Side of the Road\u201d.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-0e1ee0c e-flex e-con-boxed e-con e-parent\" data-id=\"0e1ee0c\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8201f9b e-con-full e-flex e-con e-child\" data-id=\"8201f9b\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9fcec22 elementor-widget elementor-widget-image\" data-id=\"9fcec22\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-content\/uploads\/2025\/08\/Diageo-2-scaled-qhwetxu3iyprvp7anc9pt98xt7iw1y6qtmr2e5u0z4.jpg\" class=\"attachment-full size-full wp-image-1775\" alt=\"\" srcset=\"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-content\/uploads\/2025\/08\/Diageo-2-scaled-qhwetxu3iyprvp7anc9pt98xt7iw1y6qtmr2e5u0z4.jpg 600w, https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-content\/uploads\/2025\/08\/Diageo-2-scaled-qhwetxu3iyprvp7anc9pt98xt7iw1y6qtmr2e5u0z4-300x300.jpg 300w, https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-content\/uploads\/2025\/08\/Diageo-2-scaled-qhwetxu3iyprvp7anc9pt98xt7iw1y6qtmr2e5u0z4-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4026b6b e-con-full e-flex e-con e-child\" data-id=\"4026b6b\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4d540d2 elementor-widget elementor-widget-heading\" data-id=\"4d540d2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Work<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c10e40 color-scheme-inherit text-left elementor-widget elementor-widget-text-editor\" data-id=\"0c10e40\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\tWe sourced, curated, and interviewed three Singaporean profiles who had committed drink driving offences. The videos were done in an interactive Q&#038;A format, allowing people to simulate a conversation with a drink driver to understand the impact \u2013 as well as the shame and stigma \u2013 of their actions.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-31b53ee e-flex e-con-boxed e-con e-parent\" data-id=\"31b53ee\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-b5c940e e-con-full e-flex e-con e-child\" data-id=\"b5c940e\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6b5d74a elementor-widget elementor-widget-video\" data-id=\"6b5d74a\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/z_rsqdISZ54&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2a1f9f5 e-con-full e-flex e-con e-child\" data-id=\"2a1f9f5\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ae8aae elementor-widget elementor-widget-heading\" data-id=\"6ae8aae\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Results<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a6fd2b color-scheme-inherit text-left elementor-widget elementor-widget-text-editor\" data-id=\"1a6fd2b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>This video series brought the seriousness of drink driving to the fore and received significant media attention, including a feature in Asia\u2019s leading advertising and marketing publication Marketing-Interactive. The videos are also used by ride-hailing giant Grab as an e-learning module to educate its drivers and riders on safe and responsible drinking.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-d71d9d6 e-flex e-con-boxed e-con e-parent\" data-id=\"d71d9d6\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-52a7532 elementor-widget elementor-widget-heading\" data-id=\"52a7532\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Related Work<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-699ed2e elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-loop-grid\" data-id=\"699ed2e\" data-element_type=\"widget\" data-settings=\"{&quot;template_id&quot;:&quot;783&quot;,&quot;_skin&quot;:&quot;post&quot;,&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;edit_handle_selector&quot;:&quot;[data-elementor-type=\\&quot;loop-item\\&quot;]&quot;,&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"loop-grid.post\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-loop-nothing-found-message\">\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"author":1,"featured_media":1689,"parent":0,"template":"elementor_header_footer","format":"standard","project-category":[114],"project-tag":[],"class_list":["post-1688","project","type-project","status-publish","format-standard","has-post-thumbnail","hentry","project-category-fmcg"],"acf":[],"_links":{"self":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/project\/1688","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":19,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/project\/1688\/revisions"}],"predecessor-version":[{"id":4578,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/project\/1688\/revisions\/4578"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/media\/1689"}],"wp:attachment":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/media?parent=1688"}],"wp:term":[{"taxonomy":"project-category","embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/project-category?post=1688"},{"taxonomy":"project-tag","embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/nutgraf.com.sg\/wp-json\/wp\/v2\/project-tag?post=1688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}