DRINKiQ, Diageo's responsible drinking platform, asked us to create a story-driven film for their Mission: Shoulder to Shoulder campaign with UK Men's Sheds Association, working with agency partner Blurred. Our approach focused on human connection over statistics, opening with a bench built after a three-minute phone call that changed a life. This draws viewers into Martin's story—retirement at 57, work boots gathering dust, loneliness creeping in—before revealing the challenge: nearly 1 in 3 men aged 55-74 drink at increasing risk levels. By making audiences care about Martin first, the statistic lands with genuine impact, demonstrating how Men's Sheds provides the social connection that transforms lives, one bench at a time.
