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 about the social behaviour and / or cultural insights that inspired your campaign
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.
Irresponsible binge drinking is a very real problem in the United Kingdom.
However, most beer advertisers do the bare minimum to promote responsible drinking.
They simply add a title to the end of their ads: Please drink responsibly.
Guinness wanted to do more.
They wanted to encourage real behavior change by giving consumers practical, useful advice about how to drink responsibly.
Water is a great way can help you moderate your drinking.
But we knew that people in the UK didn’t like ordering water in a pub.
Beer-drinking culture is strong and people feel embarrassed asking for uncool water in front of their friends.