Table for Everyone
Black & White
When Diageo approached Virtue with a brief to create an inclusive purpose platform for the company, we tapped into the vast research that VICE had conducted on the shifts in culture and arrived at the conclusion that for a generation that is effortlessly fluid, the world will be truly inclusive only when we embrace the diversity and fluidity of being human. A thought that was articulated as "Embrace the multitudes in us".
Black & White being the brand that was to lead the charter in establishing this platform over years, we decided to turn our gaze towards finding a new meaning for its creative platform "Made for Sharing".
At a time when we are sharing more than ever (read: cat videos, reaction gifs, reels and what not) we as a community have in fact taken many steps back when it comes to having conversations on the matters that matter. To make this possible in way that everyone can participate in and freely talk about the deeper issues like money, relationships, gender and self-expression, we created a card game. A card game that puts everything on the table, and makes every voice heard.
THE CAMPAIGN IN A NUTSHELL
CARDS FOR SHARING
A playful yet inclusive device to encourage sharing through a few light-hearted, 3AM questions and some stimulating topics.
The card design was inspired by embracing the contradictions of the human experience, the duality of extremes between Black & White, and features a range of characters subverting traditional codes of gender, expression, identity, etc.
The illustration style captures this through the interplay of the head and heart, the past and the present, the conscious and the unconscious, all captured in the now, and in a single frame.
TABLE FOR EVERYONE: THE BRANDED CONTENT SERIES
When it came to finding the right people to play this game with, instead of putting the spotlight on any one unrepresented audience segment, or resorting to “rainbow casting”, we wanted to adopt a more universal and enabling approach to bring to life our campaign idea - A Table For Everyone.