Category:B2C Integrated Campaign Strategy Of The Year [New For 2018]
Guinness is it is famous for its big, brand purpose TV advertising. However, in the modern media landscape, telling our stories in a traditional way through traditional channels risks the brand becoming distant and disconnected from contemporary audiences. We needed to evolve to drive the meaning of Made of More across all channels and engage with beer drinking millennials.
The Compton Cowboys was developed with this in mind as a truly integrated campaign. The strengths of each touchpoint and the role that it plays in our audiences lives were considered to inform the angle we took on the story and the appropriate style of content. The result was a campaign with great breadth and depth which has helped to make Made of More relevant and resonant with the public.