Cannes Lions

NEVER ALONE

AMVBBDO, London / DIAGEO / 2016

Awards:

1 Gold Cannes Lions
1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
Case Film
Film
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Overview

Entries

Credits

Overview

Description

Using an inspirational story of an international rugby player who represented this country at previous Rugby World Cups.

Gareth Thomas had the bravery to tell his teammates he was gay in a very heterosexual sport.

His story epitomises the Guinness positioning ‘Made of More’ which is true of him, but also of his teammates.

Execution

In a powerful online documentary, Gareth describes the time in his life when he came out as gay to his team. For a mainstream brand like Guinness to give Gareth a platform to talk about an issue that was important for him and our society was a huge step forward culturally.

Gareth was a pundit on television coverage of the Rugby World Cup, amplifying his story further.

Outcome

The film ran online before and during the 2015 Rugby World Cup, resonating with our audience both online and offline. British Newspapers The Independent, Guardian and Evening Standard all declared Guinness had won the battle of the World Cup advertisers.

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