Welcome to the Fictional Guinness Draught Campaign.
This project was created as part of a training program focused on incorporating gender perspectives into advertising, culminating in a creative competition where the winning team earned an internship at La Comunidad Argentina.
Together with my teammate Rocío, we developed a fictional campaign for Guinness Draught that explores the brand as a bridge between people. The concept moves from feelings of loneliness and disconnection toward moments of joy, community, and shared experiences , reminding us that sometimes a simple ritual can bring people together.
In a world where life presents us with challenges and difficult moments, we aim to change the perception of Guinness Draught as the exclusive choice for solitude and sadness. Our goal is to transform this iconic beer into the priority, the natural choice that brings people together and fosters unforgettable experiences.
Guinness Draught is much more than a simple alcoholic beverage. It is the catalyst for encounters, the spark that ignites conversations, and the bond that unites friends and strangers alike. We want to break free from stereotypes ands show that Guinness Draught is the perfect choice for experiencing moments filled with laughter, genuine connections and camaraderie.
year
2023
team
Abril Jarque, Rocío Macchi
tools
Adobe Illustrator, Adobe Photoshop, Figma, Procreate
Fictional Campaign - Pitch
Guinness Draught Campaign
Guinness Draught Campaign
Guinness Draught Campaign
Guinness Draught Campaign
Switch the flavor, elevate the experience.
Introducing MyGuinness, the innovative web application designed to enhance your Guinness Draught experience. Accessible from mobile devices, simply download it from the official Guinness website or scan the QR code to access it online. With an intuitive and seamless interface, MyGuinness offers a range of exciting features.
Scan QR codes effortlessly, unlocking a virtual Guinness Draught experience that fills your glass with perfection. Immerse yourself in a fun-filled trivia game, testing your knowledge while enjoying your favorite beer. As a delightful reminder, MyGuinness sends you a notification at 5 p.m., signaling the perfect time to savor your well-deserved pint.
More than just an app, MyGuinness aims to promote responsible consumption of Guinness, whether at home or in pubs. It fosters connection, relaxation, and a sense of camaraderie, creating the ideal environment for after-office gatherings and strengthening the bonds of friendship.
Experience the convenience and joy of MyGuinness as it enriches your Guinness Draught moments, bringing people together and ensuring every sip is truly extraordinary. Embrace this digital companion and elevate your enjoyment of Guinness Draught to new heights.
Immerse yourself in our animated video, where our main character embarks on a journey from work to relaxation. As the clock strikes 5 p.m., a notification invites them to join friends for a refreshing Guinness Draught. The video beautifully showcases the transition from a bright workspace to a vibrant social gathering, alluding to the beer's robustness. We wanted to capture the essence of choosing Guinness Draught as the epitome of after-work enjoyment.
