GUINNESS

Switch on to Guinness. Event and activation ideas.

The Background. Despite being a global icon, Guinness struggles with first-time recruitment. It’s often viewed as a polarising "love it or hate it" beverage, weighed down by the myth that it's too heavy, thick, and calorie-dense to enjoy casually.

The Brief. Diageo asked us to build an experiential activation campaign to spark trial among new drinkers and shatter the "heavy" stereotype. The hook? Proving that the "black stuff" is surprisingly light; in fact, a pint of orange juice packs more calories.

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