This series of posters was created to celebrate Guinness’ long standing relationship with rugby. The campaign ran during the 2011 Rugby World Cup. Guinness’ line is ‘Made of More’, so we created simple visual metaphors that showed an individual overcoming their limits.

We started with traditional rugby elements and situations: line-outs, balls, etc. We wanted the posters to have an epic, almost mythological quality that captured the primitive and proud nature of the sport. That’s why we used strong images from nature - mountains, fire and tree roots - to translate these rugby situations.

A pint of Guinness looks very unique, so using its colour scheme as a basis to develop a palette for the campaign allowed us to make ads that carry little in the way of formal brand elements, but are strongly branded and easily recognizable.