Guinness Print Made of more, 1 by Leo Burnett Dubai

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Made of more, 1

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Andre Nassar
Art Director Daniel Salles
Production Zombie Studio
Released June 2016

Credits & Description

Brand: Guinness
Media: Print
Category: Alcoholic Drinks
Agency: Leo Burnett
Geo: United Arab Emirates
Guinness: Made of more, 1
Advertising Agency: Leo Burnett, Dubai, UAE
Global Chief Creative Officer, Leo Burnett Worldwide: Mark Tutssel
Chief Creative Officer: Bechara Mouzannar
Regional Executive Creative Director: André Nassar
Creative Directors: Haytham Lamah, Daniel Salles
Art Director: Daniel Salles
Production Company: Zombie Studio
Illustration: Black Madre
Communication Director: Rasha El Ghoussaini
Regional Communication Director: Raja Sowan
GUINNESS positioning is ‘made of more’. Leo Burnett Dubai wanted to highlight the brand’s purpose by celebrating people who had accomplished great things. But to really do justice to the claim, the agency wanted to find people who were really made of more. The kind of people who are not satisfied by mastering one discipline. They have to master another. The agency used the ‘NN’ and ‘SS’ in the GUINNESS name to illustrate the stories of people who were made of more. On the first letter, they detailed their accomplishments in one field. Then detailed their accomplishments in another field in the next letter.