Title | BRING THE PUB HOME - LIVING ROOM/KITCHEN/DINING ROOM |
Brand | ASIA PACIFIC BREWERIES SINGAPORE |
Product / Service | GUINNESS |
Category | B01. Publications & Brand Collateral |
Entrant | BBDO ASIA Singapore, SINGAPORE |
Idea Creation | BBDO ASIA Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Primus Nair | BBDO Singapore | Executive Creative Director |
Christie Way | BBDO Singapore | Art Director |
Tan Zi Wei | BBDO Singapore | Art Director |
Shanghao Chen | BBDO Singapore | Copywriter |
Char-Maine Tan | BBDO Singapore | Account Director |
Stephanie Chiaw | BBDO Singapore | Account Manager |
Deborah Mark | BBDO Singapore | Account Executive |
Kelly Togashi | BBDO Singapore | Associate Planning Director |
Jasmine Thian | BBDO Singapore | Agency Producer |
We put a genuine pub experience, right in the middle of a home. To achieve this, we built actual sets from the ground-up, and arranged furniture and props to form anamorphic illusions. Photographed from the right angle, it reveals various types of pubs in the shape of a Guinness Draught can.
To achieve the illusion of a pub in a home, everything had to be built to precise dimensions and scale. We created sets from scratch, and anamorphically arranged furniture, household items, bar fixtures to form the shape of a Guinness Draught can. Everything had to be real and authentic — only minimal touch ups and colour correction were done in post production.
The campaign raised awareness for Guinness Draught in a Can, and continues to generate strong interest for the beverage. Part of a larger campaign to promote the product, the idea was also adapted to online, social mediums, and also on-ground, where we created mobile pubs that could be deployed anywhere to show that you can take the pub anywhere with Guinness Draught in a Can.
Guinness Draught drinkers (aged 25-35) are particular about the beers they drink, and will not settle for anything less than perfection. For this campaign, we needed to show that Guinness Draught in a Can is exactly the same as the ones poured in pubs on draught.