GUINNESS/
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WHAT'S ON YOUR MIND? /
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To rejuvenate the Guinness brand story in Asia Pacific, we created a modern take on the tacky beer pin-up posters showing pretty young girls seductively draped over large bottles of stout. Targetting young fashionable people while offering the real beer fans a more sophisticated beer poster showing a pint of the black stuff literally represented by tight cropped female body parts (cleavage | navel | bottom | Torso | Back) painstakingly art directed, airbrushed and shot to resemble a pint of Guinness. The format was narrowed to mirror the cylindrical design of a Guinness pint glass.
The visual association with Guinness in this campaign proves the brand's strength in placing an ad with no product/name or logo. I loved working Andy Greenaway, we had a creamy relationship with Diageo and Gaelic Inns who were Singapore’s biggest purveyors of the black stuff.
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AWARDS
D&AD SILVER | WOOD / CANNES LION GOLDS | SILVER / ONE SHOW FINALISTS / CLIO GOLDS / CCA GOLD | SILVER | BRONZE / COMMUNICATION ARTS / ASIA PACIFIC ADVERTISING FESTIVAL SPIKES
Print | Newspaper | Poster /
To rejuvenate the Guinness brand story in Asia Pacific, we created a modern take on the tacky beer pin-up posters showing pretty young girls seductively draped over large bottles of stout. Targetting young fashionable people while offering the real beer fans a more sophisticated beer poster showing a pint of the black stuff literally represented by tight cropped female body parts (cleavage | navel | bottom | Torso | Back) painstakingly art directed, airbrushed and shot to resemble a pint of Guinness. The format was narrowed to mirror the cylindrical design of a Guinness pint glass.
The visual association with Guinness in this campaign proves the brand's strength in placing an ad with no product/name or logo. I loved working Andy Greenaway, we had a creamy relationship with Diageo and Gaelic Inns who were Singapore’s biggest purveyors of the black stuff.
-
AWARDS
D&AD SILVER | WOOD / CANNES LION GOLDS | SILVER / ONE SHOW FINALISTS / CLIO GOLDS / CCA GOLD | SILVER | BRONZE / COMMUNICATION ARTS / ASIA PACIFIC ADVERTISING FESTIVAL SPIKES
Print | Poster
