Saatchi & Saatchi, London Follow Update

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  • London W1A 1AQ
  • United Kingdom
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Guinness - "To Arthur (60 sec)" - Saatchi & Saatchi

  • To Arthur (60 sec)
  • Guinness
  • Diageo
  • Saatchi & Saatchi
  • United Kingdom
  • Guinness 250
Product CategoryBeers, Ciders, Lagers
MarketUnited Kingdom
Date of First Broadcast/PublicationJanuary 1, 2010
Media TypeTelevision
Awards Cannes Lions International Festival of Creativity, 2010 (Bronze Lion) for Alcoholic drinks
Production Company Partizan London
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

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 Patrick’s 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.