Responses by FRED & FARID Shanghai.
Background: The objective of A Whole Universe was to elevate Guinness’s brand recognition and boost sales in China, where, despite its global fame, the brand has struggled. Our target demographic comprises affluent, sophisticated consumers who value and appreciate life’s finer aspects.
Design thinking: Addressing a discerning audience about a unique product and aligning with the client’s vision of positioning Guinness as a premium brand in China, we shifted from the typical “funny beer ad” approach to one characterized by aesthetics, imagination, elegance and romance. Discovering that each pint of Guinness contains more than 200 million nitrogen bubbles—which contribute to its rich, smooth texture—we saw an opportunity to use the beer’s visual appeal to captivate our target audience. Thus, “A Whole Universe” was born: a campaign capturing the iconic surging of Guinness, reminiscent of astronomical phenomena, presenting the richness and complexity in every beer.
Challenges: The project’s greatest challenge lay in the craftsmanship and effort required to capture the perfect moments during shooting and in post-production. We had to meticulously pour and photograph the beer from various angles, maintaining precision and speed before the foam settled or the surge ceased. Sorting through countless photos to find those that felt like space photographs, we somewhat transformed into astronomers by the end of the process.
Favorite details: Our greatest pride lies in creating a visual spectacle using only pure Guinness beer without resorting to common additives like salt or shampoo. This was a groundbreaking feat in the industry.
Besides traditional campaign methods, we also hosted an offline art exhibition at a downtown Shanghai gallery, timed perfectly with Space Week and China’s National Day holiday. This helped us reach a more sophisticated audience and maximized our impact.
The film’s duration is also 119.5 seconds, symbolically representing the time to pour a perfect pint of Guinness.
Visual influences: Fluid art and conceptual photography were key inspirations, guiding us in finding unique angles and ideas for the campaign.
Specific project demands: Crafting a visually appealing yet authentic campaign heightened the difficulty but proved to be immensely rewarding in the end.
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