NEW YORK, June 17, 2021 /PRNewswire/ -- Juneteenth
marks a moment of celebration and meaningful reflection for the
Black community, where families, friends and chosen loved ones come
together to honor the past while celebrating progress made. For
many, the day serves as a time to share stories with one another
over food and drinks, preserving traditions that pay tribute to the
legacy of generations past.
Experience the interactive Multimedia News Release here:
https://www.multivu.com/players/English/8910551-diageo-juneteenth-campaign/
Through CÎROC, Crown Royal and Tequila Don Julio brands, DIAGEO
brings the shared values of togetherness, generosity and devotion
to this year's Juneteenth festivities through a dynamic film. This
film was created as part of DIAGEO's ongoing mission to champion
inclusivity, including amplifying Black stories told through the
lens and voices of Black creatives who are paving the way for
change. In partnership with Ghetto Gastro, a creative and culinary
collective utilizing food as a medium to teach the world about the
Black diaspora, and Equator, an award-winning Black-owned
production company whose powerful work captures the dynamism of a
people, the film brings to life the richness of Black cultural
gatherings and reinforces the importance of storytelling as a
vehicle for cultural preservation. The energetic :60 second film is
an emotional reminder that African American history is American
history.
The creatives at Equator developed the visual film, skillfully
deploying every element from lighting to music to costume design to
depict a contemporary and authentic perspective of Black
culture.
"It's very important for us at Equator to align with initiatives
with intention and work with like-minded creatives and
collaborators, and the Diageo HBCU endowment was something we felt
we could get behind," says Executive Producer Ashley Cimone. "It's
the actions of large corporations that matter more than their
words. This campaign was created with Black joy in mind, in honor
of Black family, Black love and our resilience as a community.
Juneteenth is a holiday the represents progress for all of America.
Happy Juneteenth."
To bring families, friends and chosen loved ones together to
celebrate, Ghetto Gastro was tasked with creating the menu.
Co-founder Pierre Serrao says, "Food
for the soul is the goal." Consumers can bring the tastes and
spirit of this film home through an exclusive kit curated by Ghetto
Gastro available on CocktailCourier.com. The Ghetto Gastro
chefs leaned into the festive nature of CÎROC, the generous spirit
of Crown Royal and the devotional craft of Tequila Don Julio to
develop recipes to celebrate Juneteenth like the Valid Green
Salad to savor with the Crown Royal Buck, Glazed Sticky Wingz to
enjoy with the Tequila Don Julio
Jubilee Marg, and the Yuzu Cherry Pie perfectly
paired with the CÎROC Juneteenth Joy.
From striving to preserve traditions to cultivating the next
generation of diverse leaders who will pave the way for a just,
equitable and prosperous society, this is one of the latest
initiatives for DIAGEO, which has pledged $10 million to create permanent endowments at 25
HBCUs across the country. With a goal of helping to change the
complexion of the beverage alcohol industry, the unique program
will enable the institutions to provide much needed financial
assistance to thousands of HBCU students. Additionally, it consists
of Innovation Hubs at select institutions to provide students and
faculty with an experiential approach and resources that complement
traditional learning – including mentorship, lecturers for faculty
and students and curriculum development assistance. The company
also joined the Congressional HBCUs Partnership
Challenge to advocate for positive policies that will have a
lasting impact on these institutions.
DIAGEO is also committed to showing up for moments of Black
celebration and will continue to do so with partners in local
communities across the nation.
"This Juneteenth, we honor the vibrancy of Black culture through
food, drink and dynamic storytelling. Black stories told by Black
creatives offer honest and authentically nuanced perspectives.
These warm, joyful expressions of Black life preserve cultural
traditions and keep them alive, while engaging every community in
the brightness and beauty of the Black experience," commented
Phil Pearson, Director Brands in
Culture & Multicultural Experiences at Diageo North America.
"DIAGEO, together with Equator and Ghetto Gastro, are proud to
invite people across the county to welcome these recipes, cocktails
and experiences into their homes, and make them a vital part of an
unforgettably joyful Juneteenth celebration."
We encourage everyone to enjoy their Juneteenth celebrations
responsibly.
Credits
Ashley Cimone
– Executive Producer / Creative Director
Anthony Prince Leslie –
Director
Ryan Chun – Director of
Photography
Shayla Cox – Set Designer
Ackime Snow – Photographer
About DIAGEO
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
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SOURCE Diageo North America