Clear
Wood Pencil / Impact / Advertising/Brands / 2020
Shortlist / Experiential / Out-of-Home
Guinness wanted to help people drink more responsibly. So, it rebranded boring old tap water as an exciting new drink: Guinness Clear. At a stroke, it removed the social stigma attached to ordering water in a bar, and turned it into a joke everyone could share. The campaign comprised TV, social, print, ‘Home Brew’ kits, and even rain ponchos. After two months, 80% of consumers we spoke to said they’d moderated their alcohol intake by drinking water.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.