Guinness - "To Arthur (60 sec)"

Saatchi & Saatchi

Saatchi & Saatchi London, United Kingdom

8268

Title	To Arthur (60 sec)
Agency	Saatchi & Saatchi
Campaign	Guinness 250 - Diageo
Advertiser	Diageo
Brand	Guinness
Date of First Broadcast/Publication	2010 / 1
Business Sector	Beers, Ciders, Lagers
Philosophy	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.
Media Type	Television
Market	United Kingdom
Executive Creative Director	John Pallant
Copywriter	Dave Govier
Agency Producer	Rebecca Williams
Account Manager	Nora Gassner
Production Company	Partizan London
Director	Antoine Bardou-Jacquet
Producer	David Stewart
Art Director	Levi Slavin