Diageo / Old Parr / USA, LATAM & Japan

Live The Life You Love

Old Parr, a Scottish whisky that has been on the market for over 100 years and has long positioned itself as the drink for celebrating success, needed a refresh to stay relevant with younger audiences. Today, the traditional formula for a joyful life feels outdated—success can mean many things, and it’s defined on your own terms. So we encouraged younger generations to embrace joy by trusting their intuition and making their own choices