Brand Film Awards Winners 2020 - Consumer goods

AMVBBDO wins consumer goods category with Clear

Agency: AMVBBDO  Client: Diageo, Guinness  Credit: MJZ, String & Tins, White House Post & The Mill  Film: Clear

The UK’s biggest Guinness drinking event is the Rugby Six Nations which lasts for six weeks, and for which in 2019 Guinness sponsored the entire tournament.  Guinness wanted to encourage behaviour change by giving consumers practical, useful advice about how to drink responsibly - water was the ideal way to encourage moderate drinking, but it was faced with the fact that people in the UK didn’t like ordering water in a pub.

So on day one Guinness held a press conference to officially unveil this new product: Guinness Clear, endorsed by team captains and legendary rugby figures. In partnership with The Sun, they took part in taste tests - staying straight faced throughout and earnestly pretending that Guinness Clear was a real beer.

Further glossy product films and serving suggestions appeared in prime-time TV spots and took over social feeds, while  Michelin-star chefs cooked with it, and Six Nations commentators were filmed constantly sipping it. Guinness Clear was advertised in national newspapers and at national stadiums. Positive sentiment increased by a massive 47% during the six weeks of the campaign and there was a huge positive reaction on social. Guinness Clear had entered the culture.

Judge’s comment: “In equal measures this content is hilarious and ridiculous! You can't not love it! Brilliant.”


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