Guinness Rugby – Some Are Made of More

Guinness commissioned a series of posters to celebrate Guinness’ long standing relationship with rugby, to run during the 2011 Rugby World Cup. Three posters, “Mountain”, “Roots” and “Flames” show individuals overcoming their limits, tying in with rugby imagery, the Guinness colour scheme and the tag line “Made of More”. “Mountain” and “Roots” won Silver Design Lions for illustration at the 2012 Cannes International Festival of Creativity.

Guinnes Mountain

Guinnes Mountain

Guinnes Flames


The Rugby posters were developed at AMV BBDO, London, by executive creative director Paul Brazier, creative director/illustrator Thiago De Moraes, and typographer Hugh Tarpey.

Filed under: Guinness, Posters, Print, Rugby union, Rugby World Cup