Title | MADE OF MORE – HOTEL |
Brand | ASIA PACIFIC BREWERIES SINGAPORE / DIAGEO |
Product / Service | GUINNESS |
Category | A02. Posters |
Entrant | BBDO SINGAPORE, SINGAPORE |
Entrant Company | BBDO SINGAPORE, SINGAPORE |
Advertising Agency | BBDO SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Jermyn Toh | Bbdo/Proximity Singapore Pte Ltd | Planner |
Fiona Huang | Bbdo/Proximity Singapore Pte Ltd | Account Manager |
Joe Braithwaite | Bbdo/Proximity Singapore Pte Ltd | Account Supervisor |
Jowie Luo | Bbdo/Proximity Singapore Pte Ltd | Art Buyer |
Jeroel Leyble | Bbdo/Proximity Singapore Pte Ltd | Illustrator |
Douglas Goh | Bbdo/Proximity Singapore Pte Ltd | Illustrator |
Primus Nair | Bbdo/Proximity Singapore Pte Ltd | Copywriter |
Jeroel Leyble | Bbdo/Proximity Singapore Pte Ltd | Art Director |
Douglas Goh | Bbdo/Proximity Singapore Pte Ltd | Art Director |
Douglas Goh | Bbdo/Proximity Singapore Pte Ltd | Creative Director |
Primus Nair | Bbdo/Proximity Singapore Pte Ltd | Group Creative Director |
Ronald Ng | Bbdo/Proximity Singapore Pte Ltd | Chief Creative Officer |
Guinness needed a campaign that would clearly communicate their core brand concept. An especially difficult task because it was communicating to a multi-lingual demographic.
To introduce Guinness new brand positioning, Made of More, to a South East Asian market.
The idea needed to communicate the how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.
The campaign helped engage Guinness drinkers in Singapore, Indonesia and Malaysia in a way that clearly communicated what Guinness stood for and was not dependent on any specific language.