Guinness: A beacon of light in the dark

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Campaign details

Brand: GuinnessBrand owner: DiageoLead agency: AMVBBDOContributing agencies: CaratCountry: Irish Republic, United KingdomIndustries: Beer & ciderMedia channels: Online video, TelevisionBudget: Over 20 million

Executive summary

This is a story about brand purpose. But not a lofty, worthy or didactic account. It's simply about how we imbued the Guinness brand with purpose before there was a purpose bandwagon to jump on.

In 2012 we launched Made of More: a platform with purpose at its heart – the result of our enduring belief that ideals are not...

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