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Award: Wood Pencil

Wood Pencil / Impact / Advertising/Brands / 2020

Award: Shortlist

Shortlist / Experiential / Out-of-Home

Guinness wanted to help people drink more responsibly. So, it rebranded boring old tap water as an exciting new drink: Guinness Clear. At a stroke, it removed the social stigma attached to ordering water in a bar, and turned it into a joke everyone could share. The campaign comprised TV, social, print, ‘Home Brew’ kits, and even rain ponchos. After two months, 80% of consumers we spoke to said they’d moderated their alcohol intake by drinking water.

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