4: AMBIENT AND EXPERIENTIAL
(Ambient)
Clear - Guinness
Guinness
Gold
Title of Entry:
|
Clear |
Brand:
|
Guinness |
Product/Service:
|
Guinness |
Client:
|
Diageo |
Entrant Company:
|
AMVBBDO |
Creative Agency:
|
AMVBBDO |
Creative Director: |
Nicholas Hulley/Nadja Lossgott |
Copywriter: |
Tim Riley |
Chief Creative Officer: |
Alex Grieve |
Sector: |
ALCOHOLIC DRINKS |
Date of Release: |
2019-02-07 |
Notes: |
Guinness wanted to help people drink more responsibly. So, we rebranded boring old tap water as an exciting new drink: Guinness Clear. At a stroke, we removed the social stigma attached to ordering water in a bar – and turned it into a joke everyone could share. The campaign comprised TV, social, print, ‘Home Brew’ kits, even rain ponchos. After two months, 80% of consumers we spoke to said they’d moderated their alcohol intake by drinking water. |