Made of More… With More in Mind
The campaign was conceived to establish the beer Guinness in the sustainability market, by creating a link between St. Patrick’s Day and recycling. The idea was drawn upon an extensive market and consumer research, which revealed that the new generation of consumers is not aware of Guinness’ sustainability policies, and they are likely to not purchase it as their brand of choice because of this. With the aid of both online and OOH advertising, along with guerrilla advertising and elements of semiotics, this campaign aims to connect the brand with a younger demographic and to build a reputation as a sustainable product.
Mariagiulia Giordano
I’m a PR and Advertising student from Italy. I’ve gained experience in the PR and drink industry through an internship, which allowed me to work for brands such as 1800 Tequila, Cuervo, Boodles Gin and Tincup Whiskey. This experience has enabled me to cultivate a passion for this field, along with learning about the environmental issues related to the alcohol industry; being myself particularly invested in this cause, I decided to conjugate these two passions together for my final project.
Mariagiulia Giordano
What a clever way to reposition one of the old respected brands for the young, conscious customers! The poster is brilliantly clear and makes good use of colour and icons. Will be waiting for this green van to roam the streets of London!