Guinness: 'Score!' with Basketball
Campaign details
Agency: BBDOMedia: CaratResearch: BrainJuicer
Business situation and campaign objectives:
Guinness launches 'made of more' platform
In the US, the Guinness brand has been predominantly associated with Ireland, Irish pubs, and Irish heritage. Despite the popular adoption of Irish culture – most notably the widely celebrated St. Paddy's Day – Guinness was, in general, regarded as someone else's drink.
To change this image, Guinness activated the new global Guinness platform, "Made of More", in the US – the land of the lauded and luminous hero figure. Guiding the...