Guinness Offers up ‘A Whole Universe’ for Campaign in China via FRED & FARID Shanghai

According to the campaign, the length of the film, 119.5 seconds, represents the exact time needed to pour a perfect pint of Guinness.

Image via FRED & FARID Shanghai

According to FRED & FARID Shanghai, there are briefs that one cannot turn down, like a brief that highlights one of the world’s most iconic beer brands for the largest consumer market in the world, China. The agency took up this challenge by delving into the very essence of the brand.

“At the heart of Guinness lies a unique spectacle: over 200 million nitrogen bubbles surging within the liquid with each pour, contributing to its creamy, smooth taste, encapsulated in a visually pleasing manner,” the agency said. “It’s more than a beer; it’s a spectacle in a glass.”

With that “spectacle” at its heart, the campaign conceived by FRED & FARID Shanghai, “A Whole Universe,” aims to capture the effervescent moments of the liquid resembling astronomical phenomena – the Black Hole, the Solar Storm, and others – portraying a whole universe of richness and complexity in every pint of Guinness.


 

Starting with a pint of Guinness being poured, the real motions of the 200 million nitrogen bubbles and the dark-ruby-colored liquid merging, twirling, spinning, and rising together were captured. Every frame resembles a particular astronomical phenomenon, translated into the style of Conceptual Photography.

According to the campaign, the length of the film, 119.5 seconds, represents the exact time needed to pour a perfect pint of Guinness, thus paying homage to the brand’s meticulous craft.

This visual odyssey was then transmuted into an artful mini-film and a set of key visuals, extending the narrative across different formats – 60s, 30s, and 15s videos, horizontal and vertical posters, Out-Of-Home advertisements, immersive brand experiences, and even an offline art exhibition in downtown Shanghai. The holistic campaign presence across all channels is designed to maximize impact and allure the target audience.


 

Image via FRED & FARID Shanghai

Image via FRED & FARID Shanghai

Image via FRED & FARID Shanghai

Image via FRED & FARID Shanghai

Image via FRED & FARID Shanghai

Image via FRED & FARID Shanghai

Image via FRED & FARID Shanghai


Credits

Agency : FRED & FARID Shanghai

Client : Guinness

Title of The Ad: A Whole Universe

Chief Creative Officer: FRED & FARID

Executive Creative Director: Feng HUANG

Creative Group Head: Alex ZHANG

Art Director: Erik ZENG

Agency Supervisors: Paul LIN

Account Services: Lia LIU, Heidi XIANG, Hanzhen LIN

Agency Producer: Charles RENARD

Brand Strategist: Karen GE, Karas HUANG, Karma CUI

 

Brand Supervisors:

Alice ZHANG – Super Premium MKT Sr. Director, China, ABI

Antoine BOLLY – SP Pipeline Brands MKT Asso. Dir, China, ABI

Jessie JIANG – Guinness Marketing Manager, China, ABI

Vila YAN – Guinness Marketing Specialist, China, ABI

Graham VILLIERS-TUTHILL – Marketing & Innovation Director Greater China, Diageo

Sarah LU – Head of Nurture Brands Greater China, Diageo China Limited

 

Production House: DR Film

Executive Produce: Reason & Annie

Producer: Xiao Zhuang & Tammy

 

TVC Department

Director: Lulu LOLO

DOP:Kevin CHAN

Gaffer:Yonglu CHEN

Special Props :Dianli Film

Offline Editor : Man LIN

Colorist: Nicola GASPARRI (The Mill) / Dengke DING

Online Artists:Lifeng ZHAO

Mix : CODA / ECS

 

KV Department

Photographer: Kain Xiao

APAC Ad Junkie

APAC Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet

newsletter

get more brand in your diet

We never share your info,
we only share ours