To launch Guinness as the official sponsor of Rugby Canada, we approached the messaging from the insight that the Canadian team may be a minor player on the world pitch, but their heart and their fans are anything but insignificant.

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The idea for this Rugby Canada sponsorship ad comes from the insight that it feels like an optical illusion seeing the players on the field at war with each other one minute, then enjoying pints in the pub the next. When the magazine is flipped, the message changes from DURING 60 MINUTES to AFTER 60 MINUTES.

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This responsible drinking print ad and poster reinforces Guinness as a classy upscale brand by saying to it's consumer 'don't become less of a man by overindulging.'

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Never before has an advertiser bought media space in the gutter of Now Magazine, which was the perfect place for Guinness to promote responsible drinking on St. Patrick's Day in Toronto.

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