Guinness Design & Branding THE WORLD'S MOST AUSPICIOUS GREETING by Ogilvy & Mather Kuala Lumpur

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Industry Beers and Ciders
Media Design & Branding
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Creative Director Lee Siew Tin
Art Director Kuan Kim Wai, Wong Chin Wei
Copywriter Celestine Lau, Khor Joo Hong
Designer Nicholas Hon
Photographer Andrew Wong
Illustrator Leong Hoy Yok
Released January 2011

Credits & Description

Category: Calendars
Date of First Appearance: Jan 6 2011
Entrant Company: OGILVY MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Director: Selina Ang (Ogilvy Malaysia)
Creative Director/Illustrator/Copywriter: Poon See Hian (Ogilvy Malaysia)
Copywriter: Khor Joo Hong (Ogilvy Malaysia)
Art Director: Wong Chin Wei (Ogilvy Malaysia)
Art Director: Kuan Kim Wai (Ogilvy Malaysia)
Account Director: Michelle Lee (Ogilvy Malaysia)
Account Director: Loh Ee Lin (Ogilvy Malaysia)
Account Executive: May Koh (Ogilvy Malaysia)
Studio Manager: Siah Pei Har (Ogilvy Malaysia)
Visualiser: John Lim (Ogilvy Malaysia)
Project Manager: Ivan Low (Ogilvy Malaysia)
Production Manager: Koh Kiam Seng (Ogilvy Malaysia)
Illustrator: Leong Hoy Yok (Ogilvy Malaysia)
Technical Producer: Cheah Kah Min (Ogilvy Malaysia)
Copywriter: Celestine Lau (Ogilvy Malaysia)
Designer: Nicholas Hon (Ogilvy Malaysia)
Photographer: Andrew Wong (Studio 20 Twelve Sdn Bhd)
Creative Director: Lee Siew Tin (Ogilvy Malaysia)
Media placement: Calendar - Distributed To Members - 6 January 2011

Describe the brief from the client
Malaysia is a semi-dark market for alcohol advertising. For GUINNESS, every touchpoint has to engage with the consumer and enhance the brand as a bold drink for bold men.

Although GUINNESS is an international brand with Irish origins, it has a long history with Malaysian drinkers of Chinese origin. Chinese New Year is the most important occasion in the year to these drinkers, and therefore the right time for GUINNESS to strengthen ties with them. It was an opportunity to send warm and heartfelt greetings while reinforcing the brand value of confidence.

Describe the challenges and key objectives
The Chinese are a minority in Malaysia without any preferential treatment. Moreover, 2011 is an election year when politicians chase the majority vote, leaving the Chinese feeling more marginalised, and facing continued uncertainty on the economic front.

GUINNESS wanted to strengthen emotional ties with its drinkers by reaffirming their Chinese heritage and giving them a boost of confidence. Thus reassuring these bold people that the year would be great.

Describe how you arrived at the final design

The Chinese celebrate Chinese New Year by surrounding themselves with lucky symbols and greetings. According to custom, the more you surround yourself with lucky things, the better your year will be.

GUINNESS sent its drinkers the most auspicious greeting ever. Not just a card, but a specially-designed calendar whose pages flip to give seemingly endless combinations of auspicious wishes. Thus bringing endless good fortune for the whole year.

With well-known Chinese symbols such as pine trees for resilience and goldfish for wealth, combined with an abundance of auspicious wishes, GUINNESS delivered a heartfelt greeting that strongly resonated with its drinkers.

Give some indication of how successful the outcome was in the market
The unique calendar of auspicious wishes proved so popular, GUINNESS needed a second print run.