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.