Guinness Made of More
BBDO Proximity Singapore
Guinness - Made of More
Towards the end of 2010, Danny Searle and the global Guinness creative council collaborated to conceptualize a brand new global unified line for Guinness.
The 'Made of More’ campaign is created within the BBDO Singapore office, with credits to Danny. The line and territory has since been approved by the client for its merits in marrying both the Drink and the Drinker, the strategy and the rich creative positioning.
Bringing Guinness and 'Made of More' to life through a human angle, the illustrations are visual craft emotional representations of the new Guinness tag line.
The story of Made of More is brought to life through 3 different men’s bold journeys - A rockstar, an entrepreneur and a professional pool player.
The first of three to be completed, Guinness Rockstar was submitted for Spikes 2012 and won its first Silver for Print / Poster Craft out of the BBDO Singapore office.