THE CHALLENGE:
One of the worlds best loved brands, Guinness, are synonymous with their powerfully inclusive “Made Of More” campaigns, so it was a bit of an honour when they chose us to help them launch the redesign of their iconic logo. The question was how could we do this legendary brand justice and avoid the classic “behind the scenes” approach?
The Solution:
We decided to turn our focus away from the logo and towards what makes the harp synonymous with their “Made of More” mantra. By researching the history of the instrument and discovering the incredible communities across the UK that it influences, we came up with a story which could reinforce the core values of the brand.
The Impact:
launched across Guinness’s global social channels, the campaign hit a nearly 5% engagement rate organically, something we were told was very much above expectations. Feedback suggested that this wasn’t just because of the creative, but focus on optimising the content for the social channels it was living on (square format, sound off etc)
Why It Mattr’d:
We didn’t use any actors or a studio locations. Instead we used real personalities from communities across the UK, people who were truly passionate about harps (and Guinness!). This wasn’t just to create a sense of realness in the performances, but also because we wanted Guinness to have a multitude of additional stories at their fingertips: all around the people who embody their brand values.
“Sometimes a brand’s logo becomes such common place that we rarely take a step back and appreciate what it actually represents. My hope is that the audience will take another look at the harp next time they take a sip of Guinness!”
PRESS
CREDITS
Production Company: Mattr. Media
Director: Josh Hine
Exec producer: Josh Fineman
Producer: Ailsa Vanessa Tapping
DOP: Nick Morris
Production Assistant: Dave Hudson
Gaffer: Elinor Williams
Spark: Peter Kehoe
Focus Puller: Gary Long
2nd AC: Lisa Wiik
Camera Trainee: Jonas Suchadolkas
Runners: Rob Luke & Canavan Connolly
Editor: Hettie Griffiths
Grade: Philip Hambi (MPC)
Music: Pitch&Sync
Print Press footage: Danny Cooke
CAST:
Harp makers: Jerry Blumire & Peter Rovery
Classical Harpist: Olivia Jageurs
Electric Harpist: Ozlem Simsek
Kora Player: Jally Susso
Graffiti Artist: Marc Craig
SPECIAL THANKS TO:
Pilgrim Harps
Design Bridge
The Devonshire Arms
Genero
