Ceremonial handover

Guinness has a secret formula that only a few people in the world know. This is the true essence of Guinness. To commemorate this new era in its long history, a ceremonial handover took place to inspire the new “keepers of the essence” in Dublin. We created a pack which contained a vial of the black stuff and a traveller’s journal.

Around the World in twelve pints

The journal captured twelve success stories of the Guinness brand from its major markets around the world. It followed a character who experienced and recorded stories from the different cultures and learned various brand truths along the way. The journey started out in the bars of O’Connell Street, Dublin and went via London, Paris, Cameroon, Nigeria, South Africa, Singapore, Australia, Japan, Canada, USA and Jamaica before coming to rest in the brand’s new home and the hallowed halls of Trinity College, Dublin.

Setting the standard

Not content with inspiring award-winning work for Guinness, the journal has won a few awards of its own at the Art Directors Club of New York and D&AD in the UK.