CLEAR

Bronze eurobest Award

Case Film

Film

ClientDIAGEO
Category G04. Social Behaviour & Cultural Insight
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 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.