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Eurobest

Creative Award
London, United Kingdom
Guinness - "Clear" by Eurobest 2019

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TitleClear
BriefNobody wants to order water in a pub. People know it’s good for them, but they think it’s deeply uncool. So, to encourage behaviour change and responsible drinking, boring old tap water was rebranded as something people would actually want to order: Guinness Clear. Made from 100% H20. It was promoted just like a genuine Guinness product, with all the reverence, all the beery clichés, all the high production values, and all the Guinness tropes, including letting it "settle" before you drink it. Sure enough, Guinness Clear became a “beer” people talked about, joked about, and actually ordered.
Agency
Campaign Guinness Clear
Advertiser Diageo
Brand Guinness

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PostedNovember 2019
Business SectorSubscribers Only
StorySubscribers Only
ProblemSubscribers Only
Media Type Television
Sound
Production Company M...on J...el Z...er (...) Subscribers Only
Editing Company W...e H...e P..t Subscribers Only
Post Production ..e M..l L...on Subscribers Only