echo "custom header code goes in here"; ?>
May 28, 2014
Free for ARF members and non-members!
Despite the popular adoption of Irish culture in the U.S.—most notably with St. Paddy's Day—the Guinness brand, nationwide, has been perceived as someone else's drink, with strong linkage to Ireland and Irish pubs. To change this image and attract a new and devoted tribe of Guinness drinkers in the U.S., Guinness sought to activate a new global Guinness creative platform developed by its agency, BBDO, that would tap into the lauded and luminous "ordinary" American hero. Guided by the strategic insight that character is a question of choice and it’s our deeds that reveal what we’re truly made of, Guinness and BBDO teamed up with BrainJuicer to create emotional feel good advertising, and ultimately delivered a game-changing ad, "Wheelchair Basketball", that achieved 8 million YouTube views and created the biggest cultural conversation around Guinness in years.
Join this webcast to learn how Guinness, BBDO, and BrainJuicer worked together to create highly emotional advertising that transformed the Guinness brand into a "brand for me" among U.S. drinkers.
Brent Snider – EVP, Eastern Region, BrainJuicer