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Blackspired Campaign

This is a selection of pitch work for Guinness based on the global positioning of 'made of more'. The campaign needs to translate into a powerful, ownable idea that resonates with our younger set of drinkers. For that, we amplified the notion of ‘black’ – which is a core identity of the brand – to create our ‘Blackspired’ campaign, across a range of artistic expressions and ‘hype’ cultural touch points.