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...