Guinness: Made of more

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

Campaign details

Brand: GuinnessClient: DiageoAgency: N/A

Summary

Over the past ninety years Guinness has developed a deserved reputation for creative excellence - from the early days of Gilroy's illustrations to Surfers.

This is a story about how we snatched victory from the jaws of victory.

When Guinness was at the top of its creative game, it had to change. There was so much to lose, so much expectation, and going backwards wasn't a conceivable option.

By going back to basics, using brand heritage as the inspiration, we helped Guinness remain a cultural icon and increase...

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