Guinness

Type: Campaign concept / branding / packaging / OOH / social / experiential / presentation

#WHYWAIT

Creative Comeback 2021

In 2020, I was selected to take part in the Creative Comeback programme by creative equals, where myself and my partner presented to clients D&AD and Diageo, who selected it as the winning idea. Watch a screen recording of the live pitch below, followed by the design concept (revised in 2023).

Brief:

You have three days to meet your partner and, fully remotely, come up with both the idea and the execution of a brand new campaign to drive sales of canned Guinness to under thirty-fives.

Concept:

A bold social campaign that speaks to our target audience; we identified that we are speaking to generation NOW. They are used to getting everything they want at the touch of a button, so #whywait?

Keywords:

Contemporary. Youth. Now.