|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|
|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.