Agency: AMVBBDO Client: Diageo, Guinness Credit: Stink, Untold, 750mph & Carat Film: Liberty Fields
In a Rugby World Cup year where men’s rugby would dominate the headlines, Guinness opted for a strategy designed to: strengthen and consolidate Guinness’ ties to rugby during the tournament; achieve brand recognition and cut-through during a tournament where we are being out-spent by competitors and official tournament sponsors; and to ultimately drive volume in GB and Ireland during the Rugby World Cup.
The result was the unveiling of the inspirational story of a Japanese women’s rugby team who stood together, in the face of societal pressure, to pursue their passion for the game.
The “Liberty Fields” film tells the remarkable tale of a group of women who defied the social conventions of 80s Japan, by forming an ultimately indomitable rugby team. In 1989 Tokyo, women’s rugby was almost unheard of and the team faced ridicule and hostility from all angles. Despite their humble beginnings, they soon became one of the strongest sides around and many of them were selected to represent their country in the Women’s World Cup.
The results of the campaign showed that Guinness came out as the topmost attributed brand to rugby off the back of the World Cup, despite not being an official sponsor like competitor Heineken; it retained its top spot as the nation’s most popular beer brand; and sold an incremental 2.6 million pints YOY.
Judge’s Comment: “Emotion builds throughout, and the player portraits are beautifully shot, leaving the viewer feeling empathy with the women, and it all feels very Guinness of course - a film with substance and grit that feels completely credible coming from the brand. Really well done”
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