Guinness - "To Arthur (60 sec)"

Saatchi & Saatchi

Saatchi & Saatchi London, Reino Unido

8266

Titulo	To Arthur (60 sec)
Agência	Saatchi & Saatchi
Campanha	Guinness 250 - Diageo
Anunciante	Diageo
Marca	Guinness
Data da primeira Transmissão/Publicação	2010 / 1
Sector Empresarial	Cervejas, sidras
Filosofia	IDEA - GUINNESS 250 inspires the remarkable.
Problema	OBJECTIVE - Use GUINNESS 250 as a platform to grab the world spotlight and to recruit a new generation of men to drink GUINNESS frequently. ISSUE - 26 yr old guys see GUINNESS as an occasion beer (St Patricks Day/Irish Pubs) or a beer drunk by men older than they are. It's a loved brand but for many younger drinkers just isn't right for now. INSIGHT 26 year old guys are permanently on the look out for new experiences, generating barroom currency. Both the experience and the stories around it punctuate their everyday lives. The brands they choose need to help them on this personal quest in ways that are relevant and challenging. This desire goes to a whole other level and expectations are raised in the context of special or landmark occasions.
Tipo de Mídia	Televisão
Mercado	Reino Unido
Director executivo criativo	John Pallant
Redator	Dave Govier
Produtor da agência	Rebecca Williams
Account Manager	Nora Gassner
Produtora	Partizan London
Realizador	Antoine Bardou-Jacquet
Produtor	David Stewart
Director de arte	Levi Slavin