Guinness Draught in a bottle
Guinness Draught in a Bottle, a print and outdoor advertising campaign from Singapore, has been awarded Gold at the Clio Awards. Guinness Draught was launched in a bottle to reach out to more Guinness fans. In terms of taste, GDIB was almost identical to the Guinness Draught, but as the ritual of being served a pint is different from that of a bottle, regular customers needed convincing. BBDO Singapore re-imagined the familiar Guinness pint iconography within the design language of the bottle, creating the illusion of ‘a pint in a bottle’. Metallic gold was the contemporary palette of choice and traditional lithography printing was used to allude to the coming together of the old with the new.
The Guinness Draught in a Bottle campaign was developed at BBDO Singapore by chief creative officer Ronald Ng, creative directors Primus Nair and Yee Wai Khuen, copywriter Nikhil Panjwani, art director/illustrator and designer Gary Lim, production manager Anne Lee, account manager Fiona Huang and account coordinator Joe Braithwaite working with Graham Villiers-Tuthill at Asia Pacific Breweries Singapore, Singapore.