Cannes Lions

GUINNESS

BBDO PROXIMITY SINGAPORE, Singapore / ASIA PACIFIC BREWERIES / 2013

Awards:

3 Bronze Cannes Lions
6 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Guinness needed a campaign that would clearly communicate their core brand concept. An especially difficult task because it was communicating to a multi-lingual demographic.

Execution

The idea needed to communicate how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.

Outcome

The campaign helped engage Guinness drinkers in Singapore, Indonesia and Malaysia in a way that clearly communicated what Guinness stood for and was not dependent on any specific language.

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