GUINNESS - every minute made of black

Packaging & Brand Design / Integrated Campaign


BACKGROUND : Guinness in Africa wanted to do a promotional competition in accordance with the English Premier League season 2015/16. 

IDEA : The mechanic of the competition is an under crown promotion, where corresponding minutes could be found under the cap of a bottle and if your team scored in your cap minute, you would win.

My job was to design the key visual and promotional bottle to begin... which I would then roll out onto in-bar collateral, posters, beer mats, uniforms, outdoor advertising, digital advertising, online advertising, sales presenters, press ads, packaging, squeezebacks, static TV banners, bugs, TV bumpers and finally a television commercial. 

All these would be distributed through Nigeria, Kenya and Sub-Sahara.

The KV was inspired by the emotion and intensity of the game taking colour ways from the top EPL teams and celebrating the fans who watched them.