Spec Idea for Guinness
I recently took part in Creative Comeback programme, where myself and my partner presented our pitch to the Diageo client, who chose it as the winning idea.
Brief:
Get 18-35 year olds to buy Guinness in a can.
Solution:
A bold social campaign that speaks to our target audience, we identified that we are speaking to generation NOW. They are used to getting everything they want at the touch of a button...
Bus Shelter ads that encourage you to call an Uber rather than waiting with a Guinness QR discount code.
To kick this campaign off we will team up with Gorillas, a delivery service that guarantees delivery within the M25 in ten minutes.
Limited edition fridge grab packs to sit alongside craft beers.
Mixologist influencers, to show how to pour / make cocktails using Guinness.
A social post to help debunk the myth that a Guinness has to be enjoyed in a Guinness pint glass - ‘why wait for a pint glass when you can enjoy from any rounded vessel…’
Own the ‘Turbo Pour’ - create a simple tongue in cheek open pour guide to illustrate how quick it is to have a pint of Guinness.
#WHYWAIT - jump the queue check out aisles when buying a fridge pack.
Watch the pitch.
A screen recording of the winning pitch of the day. Watch till the end for the big reveal and the client feedback…