Agency: AMV BBDO
Guinness has a high bar for creativity and effectiveness, but by 2015 the challenge heightened: distribution was tight, the economy continued to stagnate and competition was tougher. Guinness doubled down on its 'Made of more' positioning with every iteration, creating stronger connections to culture that brought the platform to life in new and bold ways across the media mix, and genuinely resonated with its audience (from the story of Gareth Thomas to the cowboys of Compton). Ultimately, bolder work paid dividends with on-trade value share growing 8% in Great Britain and an estimated £4.30 profit returned for every £1 invested.
The consistency of the commitment by Guinness to keep its brand culturally relevant and its rigorous measurement of both beautifully executed advertising and channel innovations won the admiration of the judges.