GUINNESS
I spent 7 years working on Guinness (Africa and the Caribbean), including 3 as Creative Director. I created a character, Michael Power, who was the human embodiment of Guinness - smooth, dark and strong – and he starred in a series of action-based television commercials. Shortlisted at Cannes, in film and media, the campaign culminated in the feature film 'Critical Assignment', funded by Guinness.
The whole campaign was an astounding marketing success and is regarded as the most successful Guinness campaign ever in terms of sales.
A World Cup year film about the spirit of African football. On the back of this spot, Guinness offered a prize of US $1million for the first African team to win the World Cup.
A mini action movie: Race against time.
A song and dance spot for non-alcoholic Malta GUINNESS.
The trailer for the feature film that was borne out of the campaign.
The trailer for the launch of the 1st Michael Power campaign.
One of the action films from season 2.
The launch of the new bottle.
A second '1759' spot.
From the third iteration of the campaign. A mini action movie: Too much water.
A product credentials spot.
For the Caribbean. Shot by a famous hip-hop music video director with a score by Sly & Robbie.
The pride of African football.
One of the 5 episodes of the first campaign.
One of the non-action 'more personable' spots from season 2.
A standalone '1759' spot.
"If GUINNESS were a man..."