Guinness thought they needed a TV ad to get Africans drinking their beer while watching Premier League football.
Our idea gave them that and much more.
We decided to put a minute under every bottle crown. If a goal was scored in your minute, you won instant phone credit.
Simple.
This gave every Guinness drinker a stake in the game and increased the excitement, without detracting from the match.
This innovative Pan-African integrated campaign spans TV, print, OOH, social, digital and a host of in-bar collateral and won Best International Campaign at MAA awards.
A case study video of the whole integrated campaign.
Print work
This idea was so ‘up to the minute’ it allowed us to create conversation on social and appear with last minute TV ident predictions.