CLIENT:
Diageo Guinness
Global Spirits Retail Brand
New York, USA
Brief in a Day
Guinness has a rich history, but faces growth challenges in North America due to their small size, lack of diversity, association with holidays (St. Patrick’s Day), and misinformation about Stout beer being too heavy for daily consumption. The challenge is to make Guinness more relevant and appealing to a wider audience throughout the year - by promoting their non-alcoholic beer, Guinness Zero.
INSIGHT:
Gen Z and Millennials drink less alcohol than their older counterparts, but still want to socialize in settings “traditionally” meant for alcohol.
OPPORTUNITY:
Our solution was to highlight the appeal of having less alcohol while experiencing more flavor, memories, and fun.
Guinness Zero fits right in with sobriety and semi-sober trends on the rise. You no longer have to have FOMO if you don’t consume alcohol.
IDEA:
Less is More.
Gain more with Guinness Zero.
GUINNESS ZERO
SOCIAL MEDIA CAMPAIGN
ART DIRECTOR:
KHY PATCH
STRATEGIST:
MADDIE BLACK
GRAPHIC DESIGNER:
DESTINY WASHINGTON
COPYWRITING:
GROUP EFFORT
CONTRIBUTIONS:
- PRESENTATION DESIGN
- BRANDING DESIGN
- STRATEGY
We had the freedom to visually experiment with Guinness as long as we incorporated the brand's colors and heritage logo.
The tagline "Less is More" was a collaborative effort and we plan to use it in various forms of advertising including digital and out-of-home. We also envision using it as a hashtag in social media campaigns.
We received the brief and had to complete it on the same day, which seemed like an impossible task. During that time, we prioritized strategy and copywriting knowing that solidifying these would pave the way for the visuals to come. As a result, we collaborated on a manifesto that further enhances the desired feeling.
Khy Patch, the Art Director, came up with potential social media concepts for the Less is More campaign.