MADE OF MORE – HOTEL

TitleMADE OF MORE – HOTEL
ClientASIA PACIFIC BREWERIES SINGAPORE / DIAGEO
Product/ServiceGUINNESS
CategoryA02. Posters
EntrantBBDO SINGAPORE, SINGAPORE
Entrant Company BBDO SINGAPORE, SINGAPORE
Advertising Agency BBDO SINGAPORE, SINGAPORE

Brief Explanation

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.

The Brief

To introduce Guinness new brand positioning, Made of More, to a South East Asian market.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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