Award: Graphite Pencil / Branded Content & Entertainment / Branded Content & Entertainment - Non-Fiction 1-5 mins /
With rival Heineken taking over their sponsorship of the Rugby World Cup, and challenger brands increasing market share by the day, Guinness was facing competition from all sides. It would take a monumental piece of filmmaking for the Diageo-owned brand to win the hearts of Rugby World Cup viewers, and convince them to drink Guinness.
The long-standing relationship between Guinness and AMV/BBDO goes back nearly 20 years and has produced some of the most talked about ads of all time. Having moved on from ‘Good things come to those who wait’, the brand was now using ‘Made of More’ as their strapline and guiding principle – or ‘platform’.