Cannes Lions

PAINT THE TOWN BLACK

TRIBAL DDB, London / GUINNESS UDV / 2013

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Overview

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Credits

Overview

Description

We were tasked to raise awareness for Arthur’s Day. Every year Guinness holds concerts around the world to celebrate their founder. Our focus was to drive Facebook fan growth and create an engaging social mechanic, drawing high amounts of interest.

Working with the big idea ‘Paint the Town Black’ we created an industry-first digital idea where users controlled a real-world spray-painting robot via the Guinness Facebook page.

This let fans paint giant posters revealing the stars of Arthur’s day 2012, one pixel at a time. 10,000 people from 100 countries claimed pixels.

Execution

To raise awareness of Arthur's Day 2012 across the globe the first ever Facebook controlled spray painting robot allowed users across the globe to claim a pixel and see it painted in real time on a canvas across the world.

We were tasked to raise awareness for Arthur’s Day. Every year Guinness holds concerts around the world to celebrate their founder. Our focus was to drive Facebook fan growth and create an engaging social mechanic, drawing high amounts of interest.

Working with the big idea ‘Paint the Town Black’ we created an industry-first digital idea where users controlled a real-world spray-painting robot via the Guinness Facebook page.

This let fans paint giant posters revealing the stars of Arthur’s day 2012, one pixel at a time. 10,000 people from 100 countries claimed pixels.

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