2017 Winners & Shortlists

The Campaign

GUINNESS positioning is ‘made of more’. We wanted to highlight the brand’s purpose by celebrating people who had accomplished great things. But to really do justice to the claim, we wanted to find people who were really made of more. The kind of people who are not satisfied by mastering one discipline. They have to master another.

Creative Execution

We used the ‘NN’ and ‘SS’ in the GUINNESS name to illustrate the stories of people who were made of more. On the first letter, we detailed their accomplishments in one field. We then detailed their accomplishments in another field in the next letter.

Indication of how successful the outcome was in the market

It was requested by Poster House, the first museum in America dedicated to the art of the poster. While researching the thousands of ads that have been produced over the past few years, They came across Leo Burnett's poster for Guinness featuring Hedy Lamarr and Leonardo Da Vinci posters. As an excellent example of contemporary design, They have requested for the posters to become part of the museum’s permanent collection and include them in an exhibition. Poster House is dedicated to presenting the impact, culture, and design of posters, both as historical documents and methods of contemporary visual communication. Through temporary exhibitions, a growing permanent collection, educational events, and publications, Poster House explores the enormous impact of posters on society and culture, and how they continue to influence human behavior in the 21st.

Bring to life the GUINNESS spirit in the most relevant place (in happening Irish Pubs) at the most relevant moment for consumption.