CLIENT

Guinness

 

OBJECTIVE

Help promote responsible drinking in bars while promoting Guinness and their support for the Drinkaware organisation.

 

INSIGHT

Encouraging drinkers to consume water between drinks will have a dramatic effect on alcohol related issues.

 

CREATIVE RESPONSE

The ATL intention was to re-brand drinking water as Guinness Clear. My idea was to leverage this on-trade,by making it the entry mechanic into the Guinness Games. Guinness Clear drinkers can participate in fun games that rely on co-ordination and reflexes. The more water they drink, the better they perform and the more prizes they win.