GUINNESS

TV/OOH

When this campaign was introduced in America, Guinness was little known outside "the Irish ghetto” (Irish pubs in Irish neighborhoods). At the same time, the American beer drinker was becoming more sophisticated. The conditions were right for Guinness to acquire new fans. Our campaign addressed some of the stout's misperceptions while educating people about Guinness' unique ritual and aura. The campaign won numerous awards, including a Gold Effie for advertising effectiveness.