Made For More
GUINNESS
BRIEF:
Create OOH print ads to bring new drinkers into the Guinness family through new occasions, using Guinness Zero.
INSIGHT:
More than ever, our decisions today affect our tomorrow.
CONCEPT:
More has always been a part of Guinness DNA– we see this with their earlier campaigns made of more. So we decided to flip that statement on its head and show how the product is made for more – especially the Guinness Zero.
ROLE:
Creative
Art Director
Design
Things we took into consideration:
Which brought us to our insight.
More than ever,
our decisions today affect our tomorrow.
Guinness has always been a brand that represents vision and inspired by Arthur’s focus on longevity our concept was born.
More has always been a part of Guinness DNA and we wanted to stay true to the brand’s purpose.
So we flipped it, for more.
We thought about where Guinness wasn’t, where Guinness Zero could be and expanding the moments of where Guinness could show up with relevancy.
In sharing these moments we wanted to create ads that felt approachable, warm, social, vibrant, every day, and anywhere.
Collaborators:
CW: Kurtis Hilliard Design: Robert Reda