Even though it's universally recognised and widely available, Guinness isn't a popular after-work tipple for Korean millennials. ​
To persuade them to choose the black stuff the next time they went out for drinks, we created an integrated campaign — consisting of a TV spot, OOH executions, and social assets — that positioned Guinness as the perfect pairing to Korean millennial life via a series of seamless juxtapositions.

Even though it's universally recognised and widely available, Guinness isn't a popular after-work tipple for Korean millennials. ​
To persuade them to choose the black stuff the next time they went out for drinks, we created an integrated campaign — consisting of a TV spot, OOH executions, and social assets — that positioned Guinness as the perfect pairing to Korean millennial life via a series of seamless juxtapositions.

Even though it's universally recognised and widely available, Guinness isn't a popular after-work tipple for Korean millennials. ​
To persuade them to choose the black stuff the next time they went out for drinks, we created an integrated campaign — consisting of a TV spot, OOH executions, and social assets — that positioned Guinness as the perfect pairing to Korean millennial life via a series of seamless juxtapositions.

Even though it's universally recognised and widely available, Guinness isn't a popular after-work tipple for Korean millennials. ​
To persuade them to choose the black stuff the next time they went out for drinks, we created an integrated campaign — consisting of a TV spot, OOH executions, and social assets — that positioned Guinness as the perfect pairing to Korean millennial life via a series of seamless juxtapositions.

Even though it's universally recognised and widely available, Guinness isn't a popular after-work tipple for Korean millennials. ​
To persuade them to choose the black stuff the next time they went out for drinks, we created an integrated campaign — consisting of a TV spot, OOH executions, and social assets — that positioned Guinness as the perfect pairing to Korean millennial life via a series of seamless juxtapositions.

Our 'made-for-social' assets featured interactive IG stories and social posts that were served to our target demographic at specific times, e.g. evenings, to encourage them to have a Guinness for a more refined and low-key drinking experience after work.

Our 'made-for-social' assets featured interactive IG stories and social posts that were served to our target demographic at specific times, e.g. evenings, to encourage them to have a Guinness for a more refined and low-key drinking experience after work.

Our 'made-for-social' assets featured interactive IG stories and social posts that were served to our target demographic at specific times, e.g. evenings, to encourage them to have a Guinness for a more refined and low-key drinking experience after work.

Our 'made-for-social' assets featured interactive IG stories and social posts that were served to our target demographic at specific times, e.g. evenings, to encourage them to have a Guinness for a more refined and low-key drinking experience after work.

Our 'made-for-social' assets featured interactive IG stories and social posts that were served to our target demographic at specific times, e.g. evenings, to encourage them to have a Guinness for a more refined and low-key drinking experience after work.