Getting craft beer drinking hipsters to see the worlds most familiar beer differently.

Background - Craft beers are redefining the beer category across the UK. 

Business problem - Big brands and manufacturers are not taken seriously by this authenticity seeking audience. 

Creative Strategy - Guinness Original is the original craft beer. Originally brewed and bottled in Shoreditch, East London, then exported around the UK (and Ireland) by barge. But no one knows this.

Creative approach - How could we get people to reappraise one of the most familiar brands in the world. We had to surprise them and present Guinness in an unexpected way. We did this by targeting the home of Guinness Original, and the home of London's Hipsters, Shoreditch.

Results - A strategy and approach that got us onto the Guinness roster.