The brief was to increase awareness and sales for Guinness in China because even though Guinness is a world-wide known brand, in China it's not doing so well. And our target audience is a group of drinkers with good income, good taste and those who appreciate the finer things in life.

Since we are talking to a group of highly sophisticated people about a brand and a product that's so unique, combining with the client's wish of positioning Guinness as a premium brand in China, we decided to drop the "funny beer ad" angle and treat it with aesthetics, imagination, elegance and craftsmanship.

So when we found out that in every pint of Guinness there's at least 200 million nitrogen bubbles contributing to the beer’s ever changing surge and its visual feast, we realized we can leverage the beer liquid itself to create something to catch the eyes and minds of our target audience.

Hence the idea, A Whole Universe, capturing the Guinness' iconic surging moments that resembles astronomical phenomena to create a visual odyssey, showing there's a whole universe's richness and complexity in every one of our beers.

Because we are talking to a group of highly sophisticated consumers who have good income, good taste and appreciate the finer things in life, plus the clients wanted to position Guinness as a premium brand in China, we decided to create a campaign with aesthetics, imagination and craftsmanship instead of another funny beer ad.

Hence the idea, A Whole Universe, capturing the Guinness' unique and iconic surging moments that resembles astronomical phenomena to create a visual odyssey, showing there's a whole universe's richness and complexity in every one of our beers, allured our target audience with elegance and sophistication.

1) We are most proud of creating such a visual feast of multiple posters and other assets with only pure Guinness beer liquid and forgo any additives like salt or shampoo which is being used commonly in making beer ads. So in a manner of speaking, it's an industry-level ground-breaking work we've done.

2) When we launched the campaign, other than the usual ways, we also held an offline art exhibition in a gallery located in downtown Shanghai and timed it perfectly to be launched during the World's Space Week and the National Day Holiday of China so we can reach more sophisticated people and amp up the impact.

3) The length of the film we crafted and put out is 119.5 seconds, exactly representing the time it takes to pour a perfect pint of Guinness.

393% sales volume increase

34.8 million media impressions