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In this session...

#KeepTheDiveAlive, a summer 2021 campaign by Forsman & Bodenfors NY for Diageo’s venerable brand Seagram’s 7 Crown, reintroduced regulars to their favorite local dive bars using a Netflix star and satiric humor. The key question facing the brand and agency: How would it play during a pandemic? Forsman & Bodenfors’ Co-Head of Creative Matt Creamer and Gustavo Salguero, Senior Brand Manager at Diageo North America, will reveal the strategy, execution and challenges behind #KeepTheDiveAlive.

After months of being isolated from the rest of the world, it’s natural that people would feel a bit rusty getting back to face-to-face social interactions. In the case of reuniting with one’s local dive bar, how about providing tips and training for returning bar patrons on just how to act? In conjunction with National Dive Bar Day on July 7, Seagram’s 7 Crown raised a glass to dive bars across the country with #KeepTheDiveAlive. The digital/social campaign starred a Netflix comedy mainstay in a series of videos that poked some gentle fun at returning bar customers. The most important part: it was for a good cause. Every time a campaign video from the brand’s social channels was shared, Seagram’s 7 made a donation to Main Street Alliance, a nonprofit organization committed to supporting struggling small businesses including dive bars.
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What You'll Learn from This Session...

  1. The thinking behind #KeepTheDiveAlive’s humor. During a pandemic, how far should you go in poking fun at human behavior? Should you go there at all?
  2. Behind the casting of award-winning comedian/actress Iliza Shlesinger, who played the Dive Bar Trainer, and the pandemic-related challenges of the production work that followed.
  3. How a charitable component can amplify and enhance a campaign’s effectiveness.

Presented with


Gustavo Salguero Senior Brand Manager, Irish and North American Whiskeys Diageo North America
Matt Creamer Co-Head of Creative Forsman & Bodenfors NY

Event Details

Event Type Session

Track  Creative Concepts