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.

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.

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.