Saatchi & Saatchi, London 
- 80 Charlotte Street
- London W1A 1AQ
- United Kingdom
- Phone: 020 7462 7130
- Fax: 020 7637 8489
- Country Phone Code: 44
- Website: www.saatchi.co.uk
Guinness - “To Arthur (60 sec)”
Diageo| Title | To Arthur (60 sec) |
| Agency | Saatchi & Saatchi |
| Advertiser | Diageo |
| Brand | Guinness |
| Product Category | Beers, Ciders, Lagers |
| Campaign Name | Guinness 250 |
| Market | United Kingdom |
| Country of Production | United Kingdom |
| Date of First Broadcast/Publication | January 1, 2010 |
| Media Type | Television |
| Awards | Cannes Lions International Festival of Creativity, 2010 (Bronze Lion) for Alcoholic drinks |
| Executive Creative Director | John Pallant |
| Art Director | Levi Slavin |
| Copywriter | Dave Govier |
| Director | Antoine Bardou-Jacquet |
| Producer | David Stewart |
| Agency Producer | Rebecca Williams |
| Account Manager | Nora Gassner |
| Production Company | Partizan |
Concept
IDEA - GUINNESS 250 inspires the remarkable.
Problem
OBJECTIVE - Use GUINNESS 250 as a platform to grab the world spotlight and to recruit a new generation of men to drink GUINNESS frequently.
ISSUE - 26 yr old guys see GUINNESS as an occasion beer (St Patricks Day/Irish Pubs) or a beer drunk by men older than they are. It's a loved brand but for many younger drinkers just isn't right for now.
INSIGHT 26 year old guys are permanently on the look out for new experiences, generating barroom currency. Both the experience and the stories around it punctuate their everyday lives. The brands they choose need to help them on this personal quest in ways that are relevant and challenging. This desire goes to a whole other level and expectations are raised in the context of special or landmark occasions.
ISSUE - 26 yr old guys see GUINNESS as an occasion beer (St Patricks Day/Irish Pubs) or a beer drunk by men older than they are. It's a loved brand but for many younger drinkers just isn't right for now.
INSIGHT 26 year old guys are permanently on the look out for new experiences, generating barroom currency. Both the experience and the stories around it punctuate their everyday lives. The brands they choose need to help them on this personal quest in ways that are relevant and challenging. This desire goes to a whole other level and expectations are raised in the context of special or landmark occasions.