Title	MADE OF MORE
Brand	DIAGEO
Product/Service	GUINNESS
Category	A01. Creative Effectiveness
Entrant Company	AMVBBDO London, UNITED KINGDOM
Advertising Agency	AMVBBDO London, UNITED KINGDOM

Name	Company	Position
CRAIG MAWDSLEY	AMVBBDO	JOINT HEAD OF STRATEGY
BRIDGET ANGEAR	AMVBBDO	JOINT HEAD OF STRATEGY
RORY GALLERY	AMVBBDO	STRATEGIST

Brief Explanation

Guinness is one of the most famous beer brands worldwide and is Ireland’s most famous export. In 2012, Guinness’ two key European markets (Britain and Ireland) faced a litany of challenges that were both difficult and burdensome. The brand was up against huge macro-economic challenges and bigger beer brands, like Guinness, were being hit the hardest. Market forces meant that Guinness couldn’t rely on category growth to reach targets. To make it worse, we now had to do more with less. Prior to 2012, Guinness tended to create market specific communications, but the challenges they faced meant a decision was taken to create one strategy and creative idea to run in Britain and Ireland. This paper demonstrates how the power of a creatively successful idea enabled Guinness to achieve their objectives. Specifically, we were tasked with creating one creative idea for two markets that created cultural traction; brand fame and improved brand affinity in order achieve a more efficient Profit Return on Investment for Guinness versus the rest of the beer category. Our strategic idea was born from a combination of brand, product and consumer truths: Guinness is a ‘beer with more to it for those with more to them’. The creative solution was to create ‘Made of More’- an idea that champions the shared attitude that connected the Guinness brand, product and consumer. ‘Made of More’ has been executed in three ways – as a brand principle (Cloud & Clock); as a product truth (Surge); and as a celebration of people (Sapeurs). ‘Cloud’ and ‘Clock’ celebrates Guinness’s brand philosophy by telling the stories of inanimate objects that choose to break the constraints of what is normal and expected of them and instead follow their own path. ‘Surge’ establishes the distinctiveness of Guinness in a way that had not been seen before – using the waves of the ocean to reflect the unique ‘surge’ in every glass. ‘Sapeurs’ tells the story of a Society of Gentlemen who uses the power of fashion, flair and creativity to ensure they are not defined by their humble surroundings. And ‘Made of More’ has been very effective. The idea has created cultural and brand fame. This in turn has led to shifts in important brand metrics including salience, meaning & distinctiveness. Most importantly, it has resulted in a campaign Profit ROI of €6.25: 1. The campaign’s PROI is 2.7x the beer category norm of €2.33.