Diageo is running “Cloud”, a television commercial reinforcing the Guinness brand positioning, “Made of More”. Launched on the UK and Irish Guinness Faceboook page, the ad will be shown on British and Irish television, digital and cinema outlets, supplemented by print and digital elements. The campaign celebrates the attitude shared by the brand and its drinkers – getting more out of life by putting more in. The creative, also features print and digital.
‘Cloud’, the first film, follows the extraordinary journey of a rather unusual cloud, a metaphor to show the amazing things that can happen when we challenge ourselves to make the most of who we are. A lone cloud breaks away from a cloudy mass, slowing down, no longer blown along by the elements. The cloud chooses its own path, and floats in from the ocean to explore the city below, no longer a simple cloud but something ‘made of more’. As the film progresses, the cloud engages with people, places and objects below, seeing itself reflected in mirrored skyscraper, darkening as it approaches the scene of a fierce industrial fire before the dramatic climax. The cloud then gently drifts back, ocean-bound, and gradually merges into a swirling pint of Guinness, before resolving with the new endline Guinness. Made of More. Click on the image below to play the video in YouTube (HD)
The campaign will also include Out of Home creative further developing the ‘Made of More’ positioning. Using four extraordinary visuals shot by photographer Nadav Kandar on location at the Olympic National Park, Washington State, they reveal unique creatures which evidently refuse to settle for the ordinary: a woodpecker has sculptured itself an elaborate home, a caterpillar has delicately nibbled out highly detailed scene in a leaf, and a spider has spun an intricate web depicting other insects to tempt its prey. A fourth poster shows a swarm of fireflies that have come together to make the shape of a beautiful chandelier on an overhanging branch.
The Made of More campaign was developed at AMV BBDO, London, by executive creative director Dave Buchanan, creatives Alex Grieve and Adrian Rossi (TV), Ant Nelson and Mike Sutherland (print) and agency producer Olly Chapman.
Filming was shot by director Peter Thwaites via Gorgeous with producer Ciska Faulkner. Filming was captured over four days shot on location in South Africa in both Johannesburg and along the Durban coastline.
Music is “The Grand Finale” by Danny Elfman.