Guinness x Creative Equals x D&AD.
Strategy. Copy. Content.
From a drink for middle aged guys to a drink for all.
Problem: How to create a Guinness brand experience that would double the number of drinkers, amongst a broad demographic, at any event, and build on the brand platform of optimism?
Solution: Use events to get people to raise a glass of Guinness to the good stuff in their lives; the small but wonderful things that still give us cause to be optimistic – spending time with each other.
TASKS: STRATEGY, SOCIAL MEDIA, ACTIVATION
View the whole pitch deck here.
In week two of Creative Comeback, run by Creative Equals, we were divided into teams, given a mentor and handed a brief.
The challenge? How to create a Guinness brand experience that would double the number of drinkers, amongst a broad demographic, at any event, and build on the brand platform of optimism?
Our idea was to use events to get people to raise a glass of Guinness to the good stuff in their lives; the small but wonderful things that still give us cause to be optimistic – spending time with each other.
The campaign would be co-created with event-goers using the hashtag #tothegoodstuff.
The campaign would mirror the three stages of Guinness enjoyment - anticipation, enjoyment and sharing memories.
Guinness anticipation - calling out the friends who help us anticipate events in style.
Guinness at the event - celebrating all the small moments that make an event so memorable.
Guinness at the event - creating shareable entertainment including “pout” competitions and pint meditations lasting 119 seconds (the time it takes to pour a Guinness).
Guinness at the event - an interactive Surge Screen featuring an intermittent Guinness pour. Post using the hashtag #tothegoodstuff to get an alert when a pour is happening. Event goer points their phone at the screen at the end of the pour to win a free pint.
Post the event - Good stuff never ends. Guinness shares all the #goodstuff on the Monday following events, celebrating the memories with gratitude.