GUINNESS / BRING IT TO LIFE
10 November 2009
Guinness is preparing to make the earth move with a new online game - and judging by the epic scale of the new 'Bring it to Life' ad, which hit screens worldwide last week, a new Google Earth collab will be well worth the wait
- Brand
- Guinness
- Media Type
- Gaming
- Online
- Product Category
- Alcoholic Drinks
- Country
- UK
- Source
- News
- Agency
- Abbot Mead Vickers BBDO / London
- Tags
- Guinness
- TV
- Gaming
- Social Media
The
Guinness site bringittolife.tv is currently reserving 'plots' of Google
Earth land for gamers to shape and build after the November 29th launch
as part of the new Abbot Mead Vickers BBDO, London 'World' campaign.
The agency has set high standards with their Guinness portfolio and following the incredible success of simple Facebook games such as FarmVille, an interactive Google Earth application with the kind of production values seen in Guinness' ads is a mo uthwatering prospect.
The new campaign moves the Diageo stout - number one in its category worldwide - away from the 'Good things come to those who wait' tagline after a decade.
Recent years have seen Guinness stabilise sales in its Irish homeland after a period of decline and 2008 saw a net growth of 6.4% for the brand overall. During the first half of 2009 international net sales rose by 21%, bolstered by an increase of a quarter in Africa.
The new TV spot reflects this global outlook with an inspirational, natural theme, with footage shot on location in Canada, Fiji and New Zealand after a three-month, 8,000km intercontinental trek to find the perfect backdrops.
Director Johnny Green was joined by Lord of the Rings Oscar-winning set designer Grant Major and Dark Knight Oscar-nominated director of photography Wally Pfister.
The quality present reflects Guinness' commitment to richness of content and integrated media platforms. The 'World' push will draw on the experience of this year's 'To Arthur' 250th anniversary celebrations - the brand's first globally-linked campaign - to provide a two-track approach which bodes well for future marketing plans.
Marketing manager Paul Cornell said: "To mark the start of the Bring it to Life era, we wanted to create a truly amazing campaign which will graphically illustrate the life, energy and passion of the brand, its drinkers and found within every great tasting pint of Guinness."
www.bringittolife.tv/live.php
The agency has set high standards with their Guinness portfolio and following the incredible success of simple Facebook games such as FarmVille, an interactive Google Earth application with the kind of production values seen in Guinness' ads is a mo uthwatering prospect.
The new campaign moves the Diageo stout - number one in its category worldwide - away from the 'Good things come to those who wait' tagline after a decade.
Recent years have seen Guinness stabilise sales in its Irish homeland after a period of decline and 2008 saw a net growth of 6.4% for the brand overall. During the first half of 2009 international net sales rose by 21%, bolstered by an increase of a quarter in Africa.
The new TV spot reflects this global outlook with an inspirational, natural theme, with footage shot on location in Canada, Fiji and New Zealand after a three-month, 8,000km intercontinental trek to find the perfect backdrops.
Director Johnny Green was joined by Lord of the Rings Oscar-winning set designer Grant Major and Dark Knight Oscar-nominated director of photography Wally Pfister.
The quality present reflects Guinness' commitment to richness of content and integrated media platforms. The 'World' push will draw on the experience of this year's 'To Arthur' 250th anniversary celebrations - the brand's first globally-linked campaign - to provide a two-track approach which bodes well for future marketing plans.
Marketing manager Paul Cornell said: "To mark the start of the Bring it to Life era, we wanted to create a truly amazing campaign which will graphically illustrate the life, energy and passion of the brand, its drinkers and found within every great tasting pint of Guinness."
www.bringittolife.tv/live.php
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