The Goodness Within

A short project to relate a news headline to a certain brand. Pub closures across Ireland due to Covid was the headline and I linked the Guinness brand to it. The campaign strategy focused on the idea of sharing Irish stories until we are able to share them together again in the pub. It focuses on the notion that the individual is what makes a pint worthy to drink, and hence makes up the goodness within Guinness.

With the new packaging, different individuals would be featured on the cans and bottles, with a quote on the back from some part of their story. The buyer could then scan the QR code on their phone to pull up the full story of that person.

As part of the campaign, digital street monitors would be put up where people could stand in front of it, have their photo taken, and in turn be able to scan the QR code provided to upload their own story for a chance to have it featured on Guinness's products and website.

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