Packaging & Brand Design / Campaign Activation
BACKGROUND : Guinness Africa was running a promotion in Cameroon, where loyal Guinness drinkers could win a trip to the UK to see WizKid and Stanley Enow perform at a sponsored festival (with VIP treatment) – as well as secondary instant win prizes.
THE IDEA : The BlackList – the VIP Guinness experience of all time. Since the look and feel of Guinness Football was a huge success, the Guinness client wanted something similar for the Cameroon promotion – featuring a bottle on-pack design with under crown promotion, OOH designs and in-bar collateral. The idea was to simulate a VIP concert experience using textures and bottle visual, whilst adding more of a VIP festival concert feel into the background. Giving life, energy and Guinness attitude to the promotion.
I designed the bottle label with on-pack promotion, then the key visual using stock imagery and supplied photography. The campaign also needed an identity which was influenced by the festival scene.