Campaign details
Brand: GuinnessAgency: AMVBBDO
Summary
Guinness Clear is what can happen when you treat responsible drinking responsibly.
It's the story of how a brand known for its celebration of 'More' encouraged people to consume less.
We wanted to make sure that when Guinness did responsible drinking, we produced something that enhanced the heritage of great Guinness ideas, whilst also making a genuine difference by upholding Diageo's commitment to bringing about real behavioural change.
The landscape of responsible drinking campaigns seemed somewhat half-hearted; treated as a pause in the fun or an afterthought at the creative party....