Guinness
Nationwide Low Calorie Promotion________________________
Silver Pro Award - Best Small Budget Campaign
Art Direction by Ted Johnston
![](https://freight.cargo.site/t/original/i/7e582c68bed40eea5f95703184d267621d7fb755cf9ce5b407c9d7b5b7340e39/Adv_Guinness_LowCal2.jpg)
The largest barrier to purchase for Guinness Draught has always been that people think it’s too heavy. Not true!
This simple, award-winning campaign took advantage of this misconception to educate consumers about the brand, as well as convey some fun nuggets of light-hearted Irish wisdom.
This simple, award-winning campaign took advantage of this misconception to educate consumers about the brand, as well as convey some fun nuggets of light-hearted Irish wisdom.