LOCATION AND SCALE:- Explain where the project ran, its location and scale. (400 characters max.)

The monument is displayed in the Guinness Storehouse, the most visited tourist attraction in Ireland with over a million people walking through its doors each year. The film was circulated within Diageo internationally, and the 'making of' was posted online as consumer facing content.

SOLUTION:- Explain the reasoning behind the project solution highlighting unique features of the design and in what way it was innovative. Describe any cultural references that may not be understood without explanation. (400 characters max.)

We wanted to create something that lasted longer than 60 seconds. Something befitting the brand’s legacy. So we created a 12 foot, 2 tonne totem-like monument representative of a pint of Guinness. It tells the story of the brand's epic journey from its very beginnings in St. James’s Gate Brewery in Dublin to the international icon it is today.