Guinness

INTEGRATED CAMPAIGN.

Reach for Greatness.

Guinness asked us to create a single campaign it could use for both draught and bottled variants. Within an hour of getting the brief, we cracked the new global tagline. 'Reach for Greatness' was born.

The campaign ran in over 50 countries, and doubled sales in core markets within a year of launch. 'Guinness Greatness' is still running a decade later. 'Greatness' is one of the world's most copied taglines of recent years.

Role: Creative Director, Writer Team: Andy Greenaway, Joel Clement.