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. |
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