Guinness sponsors the English Premier League across Africa, and they want Guinness
to be the first drink bought in bar. They thought they needed a TV brand campaign.
We thought different.
Instead, we thought why not give every Guinness drinker a stake in the game,
so under every bottle crown we put a minute. If a goal is scored in your minute you win cash. Simple.
By drinking Guinness, the experience of watching the Premier League is amplified.
This innovative Pan-African campaign is now live for the new football season through
TV, Press, Poster, digital and a host of in-bar collateral.
