Guinness unveils marketing push

• Guinness launches new ATL campaign
• Developed by BBDO/Proximity
• Runs until 6 January

Singapore - Guinness has launched a new above-the-line campaign, developed by BBDO/Proximity Singapore, for the Asian market.

The main execution of the new campaign is through a TVC that was filmed in Shanghai. With its backdrop set amidst a myriad of modern skyscrapers and old buildings, the TVC follows four musicians who are enjoying a Guinness when they decide to back up a lone busker and a concert is formed.  

Concurrently, three key visuals drawn from the TVC are also implemented in various out-of-home locations such as posters at bus shelters and print advertisements. The TVC will be shown across various mediums including free-to-air channels, cable and in major cinemas.

The first phase of the campaign runs for four weeks, from 9 December 2009 to 6 January 2010.

BBDO/Proximity Singapore developed the creatives for the campaign, while Mindshare was the creative behind the campaign. The corporate communications team at Asia Pacific Breweries is looking after PR.

To bring the campaign to life, Guinness has also put up specially designed Guinness ‘pints' alongside various 6-sheets and 12-sheets posters at selected bus shelters island wide.

The campaign is targeted at male drinkers aged between 25 - 35 years old who enjoy Guinness.

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