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: Guinness Brand owner: Diageo Lead agency: AMVBBDO Contributing agencies: Carat Country: Irish Republic, United Kingdom Industries: Beer & cider Media channels: Online video, Television Budget: 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.

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