Baileys and the Women's Prize for Fiction
Strategy ·  Copy  ·  Creative

A live brief set by Diageo as part of the Creative Equals Creative Comeback Course 2019. We were briefed to help Baileys make the Women's Prize for Fiction Famous.  

Baileys and the Women's Prize for Fiction
Strategy ·  Copy  ·  Creative

A live brief set by Diageo as part of the Creative Equals Creative Comeback Course 2019. We were briefed to help Baileys make the Women's Prize for Fiction Famous.  

Approaching the brief with the insight that more women read, write and buy books, but that female authors are less likely to be awarded for their talents. We used the playfulness of the Baileys brand to highlight just how little sense the facts make. 

Approaching the brief with the insight that more women read, write and buy books, but that female authors are less likely to be awarded for their talents. We used the playfulness of the Baileys brand to highlight just how little sense the facts make. 

To bring the idea to life, we twisted the everyday expectations of reading to make them more fun, more sociable and ultimately, to raise awareness of the brilliant books being written by women.  

To bring the idea to life, we twisted the everyday expectations of reading to make them more fun, more sociable and ultimately, to raise awareness of the brilliant books being written by women.  

To bring the idea to life, we twisted the everyday expectations of reading to make them more fun, more socialble and ultimately, to raise awareness of the brilliant books being written by women. 

Executions included Twisting book spines so only female authors were visable. Creating cocktail pairings to match nominated books. and teaming up with authors to have more real women reviewing the books. Plus, we challenged the idea of reading as a solitary activity by staging a silent reading in a nightclub.

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