This long-standing award ceremony needed a fresh approach to rejuvenate how the event was run as part of Diageo’s two-day, Raising the Bar conference. The Collective created an exciting brand engagement evening taking the Golden Bar Awards to a whole new level through creative event production and staging.
This included a full creative treatment, content development with video and animation, as well as the show’s staging, production and live entertainment. This was more than just an awards night; it became a fully immersive event with interactive experience zones created in collaboration with the individual brand stakeholders. The US audience of 550 distributors were able to get hands-on with different products to enjoy tastings, learn new presentation techniques and extend their knowledge as well as sample different food pairings. And of course, culminating in a glittering awards’ ceremony recognising outstanding achievement in their business.
