To strengthen Guinness’ ‘Made of More’ brand positioning in South East Asia we created a new poster campaign. Three ‘Tattoo’ executions show how the brand celebrates those who have the confidence to carve their own path and do something extraordinary.

Cult tattoo artists from across Asia were commissioned to design unique tattoos masterpieces; a Banjan tree, a carp and a Barong dragon where chosen for their strength and cultural resonance. Each tattoo designed to require multiple bodies to bring them to life and dramatically demonstrate the ‘Together We Are More’ campaign idea.

Tattoos have both a traditional and very modern significance as a form of personal expression in the region. Once combined, these intricate designs were able to vividly illustrate that when friends come together they can achieve something far greater than the sum of their parts, revealing the true power of the group.