It was a brief like no other, re-introducing iconic Guinness to the largest consumer market in the world, China.
Creative agency FRED & FARID Shanghai captured the essence of the international brand with the campaign "A Whole Universe" - a visual odyssey.
At the heart of Guinness lies a unique spectacle: over 200 million nitrogen bubbles surging within the liquid with each pour, contributing to its creamy, smooth taste. It's a visual spectacle in a glass.
Harnessing this unique brand visual and ritual, the campaign conceived by FRED & FARID Shanghai, "A Whole Universe," captures the effervescent moments of the liquid resembling astronomical phenomena.
Think Black Hole, a Solar Storm, a whole universe of richness and complexity in every pint of Guinness.
The campaign execution was meticulous in its creation. It started with capturing a pint of Guinness being poured. It depicts the motions of the 200 million nitrogen bubbles and the dark-ruby-colored liquid merging, twirling, spinning, and rising together.
Every frame resembles a particular astronomical phenomenon, translated into the style of Conceptual Photography.
This visual odyssey was then made into an artful mini-film and a set of key visuals, extending the narrative across different formats. These include 60s, 30s, and 15s videos, horizontal and vertical posters, Out-Of-Home advertisements, immersive brand experiences, and an offline art exhibition in downtown Shanghai.
The holistic campaign presence across all channels is designed to maximize impact and allure the target audience.
The entire shoot used nothing but 100% pure Guinness liquid.
The length of the film, 119.5 seconds, represents the exact time needed to pour a perfect pint of Guinness, paying homage to the brand's legacy and craft.
Share the content
