Guinness Compared To A Cosmic Phenomena As Beer Brand Taps The Chinese Market

Guinness Compared To A Cosmic Phenomena As Beer Brand Taps The Chinese Market
B&T Magazine
By B&T Magazine



Creative agency FRED & FARID Shanghai has partnered with the international brand Guinness to make a mark on the Chinese market by envisioning and developing “A Whole Universe” – a visual odyssey honouring one of the most iconic beers.

There are briefs that one cannot turn down, like the one to introduce the most iconic beer brand to the largest consumer market in the world, China. FRED & FARID Shanghai took up this challenge by delving into the very essence of the brand.

At the heart of Guinness lies a unique spectacle: over 200 million nitrogen bubbles surging within the liquid with each pour, contributing to its creamy, smooth taste, encapsulated in a visually pleasing manner. It’s more than a beer; it’s a spectacle in a glass. Harnessing this unique brand spectacle, the campaign conceived by FRED & FARID Shanghai, “A Whole Universe,” captures the effervescent moments of the liquid resembling astronomical phenomena – the Black Hole, the Solar Storm and many others – portraying a whole universe of richness and complexity in every pint of Guinness.

The campaign execution was a meticulous endeavor. Starting with a pint of Guinness being poured, the real motions of the 200 million nitrogen bubbles and the dark-ruby-colored liquid merging, twirling, spinning, and rising together were captured. Every frame resembles a particular astronomical phenomenon, translated into the style of Conceptual Photography.

This visual odyssey was then transmuted into an artful mini-film and a set of key visuals, extending the narrative across different formats – 60s, 30s, and 15s videos, horizontal and vertical posters, Out-Of-Home advertisements, immersive brand experiences, and even an offline art exhibition in downtown Shanghai. The holistic campaign presence across all channels is designed to maximise impact and allure the target audience.




Please login with linkedin to comment

guinness

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]