Guinness Ambient WINDOW PINTS by Grey Toronto

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WINDOW PINTS

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Industry Beers and Ciders
Media Ambient
Market Canada
Agency Grey Toronto
Art Director Todd Lawson
Producer Vikki Kuzmich
Account Supervisor Paul Forrest
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser: DIAGEO
Product/Service: GUINNESS
Agency: GREY GROUP CANADA Toronto, CANADA
Account Supervisor: Paul Forrest (Grey (Canada))
Account Director: Darlene Remlinger (Grey (Canada))
Producer: Vikki Kuzmich (Grey (Canada))
Art Director: Todd Lawson (Grey (Canada))
Writer: James Ansley (Grey (Canada))
Chief Creative Officer: Patrick Scissons (Grey (Canada))

Results and Effectiveness

As an ambient tactic, Window Pints cost 75% less than equivalent media coverage in traditional out of home media.

Creative Execution

We noticed the majority of office windows downtown have white blinds. By adjusting them to a certain height and simply adding a clear decal of the infamous logo, we could create a visual illusion of a pint of Guinness during the daytime light. These “Window Pints” could live anywhere and everywhere in the downtown core.

Insights, Strategy and the Idea

Guinness was looking for a way to “own” St. Patrick’s Day in the bar & club district without having to pay the hefty outdoor billboard price tag. We created ‘Window Pints’ in office buildings throughout downtown.