Some of the world’s most famous whisky makers, including Johnnie Walker, Bushmills Irish Whiskey, J&B and Talisker, have harnessed the creative talents of up-and-coming independent film makers around the globe to help inspire people to ‘raise a glass’ to their dads this Father’s Day.
As part of their ‘Raise a glass to your dad’ campaign, the whisky makers partnered with MOFILM, a global network of some 45,000 film makers, to seek short films that pay tribute to fathers.
Shopper statistics1 show that, traditionally, consumers spend more on Mother’s Day than Father’s Day and the ‘Raise a glass to your dad’ campaign aims to redress the balance, urging sons and daughters to pay tribute to the ‘man behind their dad’.
Andrew Fell, Global Customer Marketing Director, Diageo Global Whiskies Category said: “Working with MOFILM we were able to showcase new talent and truly creative ideas. The winning entries were all touching, amusing, provocative and innovative and perfectly illustrated the love and respect due to fathers.”
MOFILM, which is the world’s leading video and film contest community, challenged 20 previous contest winners to create a short piece that told the story of their relationship with their father and how whisky plays a part in that.
The winner, New Yorker Jody Lauren Miller, was flown to Palm Springs to celebrate her win in style at the Coachella Music Festival. Her film, entitled ‘Victor’ – which featured her father and his fondness for Johnnie Walker - was described by the judging panel as “quite simply superb”.
Jody was presented with a $5,000 cash prize and a separate gift of a personally engraved bottle of Johnnie Walker Blue Label.
In a close second place was the Swedish team of Daniel, Fredrik & Henrik Lundh. Their entry – ‘The Man with the Nose’ – told the story of their dad’s character and his amazing sense of smell that leads him to Talisker whisky.
In third place was Will Shipley of the US with ‘Like Father Like Daughter’ which celebrated Bushmills Irish Whiskey. In fourth was ‘You Know Him’ by Canadian film maker Lloyd Choi, linked to J&B Whiskey, and in fifth place was ‘Sleepless Nights’ by John Waters from the UK, which also linked to Bushmills.
The winning entries can be viewed and downloaded here:
Andrew Fell added: “We believe film is an incredibly powerful medium to capture the feelings that people have for their fathers, a feeling that is often hard for them to express. Watching these films it’s hard not to raise a smile - and a glass - to dads!”
1 In the US consumers were expected to spend $16.3 billion on Mother’s Day compared to $11.1 billion on Father’s Day in 2011. Source: BIGresearch survey in partnership with the National Retail Federation (NRF) 2011. Total spending is extrapolation of spending of U.S. adults 18+.