GUINNESS positioning is ‘made of more’. We wanted to highlight the brand’s purpose by celebrating people who had accomplished great things. But to really do justice to the claim, we wanted to find people who were really made of more. The kind of people who are not satisfied by mastering one discipline. They have to master another.

We used the ‘NN’ and ‘SS’ in the GUINNESS name to illustrate the stories of people who were made of more. On the first letter, we detailed their accomplishments in one field. We then detailed their accomplishments in another field in the next letter.

- 5% increase in GUINNESS sales at McGettigan’s bars across the UAE

- 3% increase in GUINNESS sales at African & Eastern stores across the UAE