Title	CLEAR
Brand	DIAGEO
Product/Service	GUINNESS
Category	G03. Single Market Campaign
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

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