How do you get people to be more mindful about drink, without telling them to drink less? You stop making it about the drink.

'Set Your Tempo' is a positive drinking platform for Diageo, launching across Ireland this summer. The idea is built on a simple truth: in music, tempo shapes everything: the build, the balance, the moment. Nights out are no different. The best ones happen when you find your own pace and hold it.

We handed the idea to people who live it. The musicians. Joy Crookes, KhakiKid and SHEE. Three artists, three completely different tempos, talking about pace, presence and staying in the moment, in language that works on stage and on a night out at the same time.

No finger-wagging. No PSA. Just a reframe that makes moderation feel like the smart move, not the boring one.

This was a true TTM and Diageo collaboration from the ground up. The Tenth Man shaped the project across every discipline: strategy that cracked the platform, creative that wrote the film, and production, motion, design and social strategy that brought the idea to life from first thought through to the full rollout of assets.