Monday, October 1, 2012

Guinness: 'Made of More' Ad Campaign


Today Guinness launched a brand new advertising campaign to run in the UK and Ireland, 'Made of More'. The campaign features a TV ad entitled ‘Cloud’, which was exclusively previewed on the UK and Irish Guinness Facebook pages today at 12 noon. The ad will be on TV, digital and in cinema from 4th October. Created by AMV BBDO, the campaign celebrates the brand philosophy and reinforces its positioning strategy - getting more out of life by putting more in.

‘Cloud’, directed by award-winning Peter Thwaites, was shot on location in South Africa in both Johannesburg and along the Durban coastline. It follows the extraordinary journey of a rather unusual cloud, a metaphor to show the amazing things that can happen when we challenge ourselves to make the most of who we are.

The campaign also includes creative using four extraordinary visuals shot by renowned photographer Nadav Kandar on location at the Olympic National Park, Washington State. These reveal unique creatures which evidently refuse to settle for the ordinary: a woodpecker has sculptured itself an elaborate home, a caterpillar has delicately nibbled out highly detailed scene in a leaf, and a spider has spun an intricate web depicting other insects to tempt its prey.  A fourth poster shows a swarm of fireflies that have come together to make the shape of a beautiful chandelier on an overhanging branch.

Nick Britton, Guinness Senior Brand Manager, said “We think the new brand creative will resonate with people who are open-minded and alive to opportunity and it will inspire them to never settle for the ordinary. The idea of something being made of more is one that really reflects a shared attitude Guinness has with its drinkers who love the distinctive look and taste of Guinness and aspire to get the most out of every aspect of their lives. It’s not defined by a single age, class or demographic.  Guinness has always been synonymous with iconic advertising and this new creative direction for the brand presents great territory to connect with consumers that never settle for the ordinary.”

Executive Creative Director BBDO on Guinness Western Europe, Dave Buchanan,  said, "We all have a choice.  Many years ago Arthur Guinness chose to transcend the ordinary and produce an extraordinary drink, a drink made of more. Today our cloud bucks the trend. Instead of being blown by the wind it takes its own extraordinary journey; our spider spins an extraordinary web and our woodpecker fashions an extraordinary house. This campaign is about that choice: Do we settle for the way things are or do we take the bold choice to step up and be made of more? Do we settle for an ordinary drink or do we choose one that is made of more?”

Filming was captured over 4 days including 2 half day helicopter shoots. Weather conditions were critical as a clear sky and calm conditions were essential to the shoots success.

Soundtrack information:
“The Grand Finale” – Danny Elfman

Ad credits:
Director: Peter Thwaites, Gorgeous
Prod Co. Producer: Ciska Faulkner, Gorgeous
AMV Producer: Olly Chapman

Creative team:Executive Creative Director: Dave Buchanan
TV: Alex Grieve and Adrian Rossi
Print: Ant Nelson and Mike Sutherland
TV Producer:  Olly Chapman

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