Nationwide Low Calorie Promotion
Silver Pro Award - Best Small Budget Campaign

Guinness, Draught, beer, stout, Irish, bottle, low, calories, 125, Pro Award, art, social media, Ted, Johnston, Creative, Studios, creative, director, illustration, illustrator, artist, advertising, marketing
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.

  Art Direction

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