Guinness Design & Branding BOLD by BBDO New York, BBDO New York/ BBDO Atlanta


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Industry Beers and Ciders
Media Design & Branding
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars
Creative Director Adam Reeves
Art Director Danilo Boer
Copywriter Adam Reeves
Designer Danilo Boer
Typographer Danilo Boer
Illustrator Danilo Boer
Released November 2010

Credits & Description

Category: Posters
Advertiser: DIAGEO
Product/Service: GUINNESS
Date of First Appearance: Nov 1 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Senior Creative Director: Linda Honan (BBDO New York)
Creative Director/Copywriter: Adam Reeves (BBDO New York)
Art Director/Designer/Illustrator/Typographer: Danilo Boer (BBDO New York)
Agency Producer: Mike Musano (BBDO New York)
Account Team: Dhane Scotti/Jim Santora (BBDO New York)
Media placement: Poster - Shine's Bar/Diageo Internal Bar - 1 November 2010

Describe the brief from the client
We were tasked with creating an iconic poster that communicates Guinness’s bold positioning.

Describe the challenges and key objectives
We set out to create an iconic, simple image that would define the brand, and the bold positioning. The “!” solution achieved this goal, simply and elegantly, carrying the heritage of the brand, and communicating our message through a simple piece of typographic design.

Describe how you arrived at the final design
Using the pint as a starting point, we created the exclamation point pint, the simplest expression of boldness—and of Guinness.

Give some indication of how successful the outcome was in the market
The poster has been taken from bars all over town, and embraced by the client as their new icon of boldness, and the symbol is being used by people (on the Internet) to display their passion for the brand in the digital landscape.