CLEAR

Short List
ClientDIAGEO
Category G03. Single Market Campaign
TitleCLEAR
Product/ServiceGUINNESS
Entrant AMVBBDO London, UNITED KINGDOM
Idea Creation AMVBBDO London, UNITED KINGDOM
Media Placement CARAT London, UNITED KINGDOM
Production MJZ UK London, UNITED KINGDOM
Production 2 WHITEHOUSE POST London, UNITED KINGDOM
Production 3 STRING AND TINS London, UNITED KINGDOM
Production 4 THE MILL London, UNITED KINGDOM
Credits
Name Company Position
Paul Brazier AMVBBDO Chief Creative Officer
Alex Grieve AMVBBDO Executive Creative Director
Nicholas Hulley AMVBBDO Creative Director
Nadja Lossgott AMVBBDO Creative Director
Tim Riley AMVBBDO Creative Director
Miles Nathan AMVBBDO Produceer
Tom Kuntz MJZ Director
Sara Nouman MJZ Producer
Russel Icke Whitehouse Post Editor
Joe Wilkinson String and Tins Sound Engineer

Write a short summary of what happens in the film

These film formed part of the Guinness 2019 campaign for Responsible Drinking. We rebranded ordinary tap water as an exciting new drink. Guinness Clear. We advertised it just like a beer - with all the high production values you’d expect from a beer ad. Our film parodied the clichés of Guinness advertising. How to pour the perfect pint. The unique taste. Product variants, etc.

Cultural / Context information for the jury

Alcohol misuse is the biggest risk factor for death, ill-health and disability among 15-49 year-olds in the UK. Almost 30% of all British drinkers binge drink on heavy nights. Guinness Clear is a responsible drinking campaign trying to drive real behaviour change.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

We launched the campaign during the Six Nations Rugby Tournament ( also known as the Guinness Six Nations for sponsorship reasons) is an annual international rugby union competition between the teams of England, France, Ireland, Italy, Scotland, and Wales. The campaign launched in UK & Eire