AMV unveils seasonal Guinness poster work

Guinness is using the Christmas period to drive loyalty among consumers with a campaign that associates the drink with festive good cheer.

The Diageo-owned brand has unveiled three poster executions, created by Abbott Mead Vickers BBDO. In the ads, typical Christmas scenes and items resemble pints of Guinness.

A similar idea was first used in October to support the World Cup, when the agency based a campaign on the theme of rugby.

The three new 48-sheet executions will run nationally from Monday until the end of the year.

In one of the spots, called "window", the view from the outside of people standing in a pub window is made to resemble a pint of Guinness.

In "cake", a piece of Christmas cake topped with white icing has been cut in a pint shape.

A third spot shows footprints in snow on black ground. The footprints look like pints of stout.

The strapline on all three of the posters reads: "Guinness. Christmas wishes."

AMV's relationship with Guinness reached breaking point over the summer, as the agency struggled to find a creative idea that Guinness would accept.

Its previous ads for the brand, including "surfer" and "swimblack", have proved hard to follow.

Media planning and buying for the Christmas campaign was by Carat. The ads were art directed by Huw Williams with copywriting by Gary Walker.

The photographers were Sue Parkhill and Mike Parsons.

The ads will appear on 1,500 poster sites across the country, focusing on areas where large amounts of Guinness are usually sold over Christmas and the New Year.

Young men aged between 18 and 34 are the primary target audience for the campaign, which will also involve online activity.

Diageo has also commissioned AMV to create its first work promoting responsible drinking.

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