Digital Banner Campaign - Guinness

I have decided to let loose on a series of creative side projects showcasing some of my creative thoughts. I call these pieces of work my “Unsanctioned Creative Series”.

These pieces are to (hopefully) demonstrate the flexibility of my full skillset as a Graphic Designer & my thinking as Marketeer, that I’m not always able to fully utilise in my current role.

All of the work showcased here is in no way endorsed by the brands I’m featuring, however I have carefully chosen these brands based on my genuine love and appreciation of their advertising, brand values and strong messaging.

First up is a FMCG company who’s advertising campaigns have always made a massive impact on me as a consumer as well as a creative. Guinness!

Guinness Banner Campaign - Guinness for Everyone

This is not my first stab at creating something for Guinness, many years ago whilst at college I storyboarded a TV ad based on their brilliant “Good things come to those who wait” campaign. I even went one step further and re-created my storyboards as real life sets that I filled with people and props and then photographed to use as a series of beer mats that would eventually accompany the finished TV advert.

I was massively proud of what I had put together and this work was singled out as the strongest piece of work in my portfolio and it secured me my unconditional offer of a University placement at Leeds Met.

Sadly this work was lost a few years ago when a water pipe burst in my home destroying my original portfolio. Maybe one day when time allows I will re-create this project and post it here on Behance.

So without further ado, here is my idea for a Digital Banner Ad Campaign for Guinness.

Known for their stylish, bold advertising campaigns Guinness is a brand that needs to be added to rather than reinvented. And any new creative produced is adding to a very impressive ongoing legacy.

My idea for this Banner campaign came about after seeing the Guinness Storehouse Gates being painted to support Europe's largest LGBT inclusive rugby tournament: https://www.irishcentral.com/news/guinness-storehouse-gates-pride-colors

This was something that was visually impactful and since these unmissable iconic gates have only ever been painted blue or black since the early 20th century, painting them in pride colours shows the seriousness of Guinness's support for awareness of the LGBT community and their campaign for equality.

I wanted to create something that would capitalise on Guinness's use of iconic strong imagery and blend it with the equally strong Rainbow of Equality used by LGBT individuals and their allies.

My thinking is that this campaign would be rolled out in May 2020 on the run up to next year's Pride Month in June.

The message is simple - Guinness for Everyone

I feel this sits comfortably next to previous campaigns such as: "Guinness is good for you", "My Goodness, my Guinness", "Made of more", "Pure Genius" and "Good things come to those who wait"

I have purposefully not used any supporting logos or emblems and have simply gone with the Guinness logo, a strong rainbow visual, my strapline and the drinkaware.co.uk logo, as no matter how you identify we all need to be careful how much we drink and stay well.

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