GUINNESS

The sound of rugby is changing

THE BRIEF
Help Guinness champion under-represented voices in rugby and make everyone feel like they belong in the sport they love through its social impact programme, #NEVER SETTLE.

(In a way that only Guinness could and only Guinness would).

THE IDEA
With inclusion at its heart, we used Guinness to rugby change it’s tune.

The sound of rugby is changing

Campaign concept / Creative strategy / Writing / Art direction / Pitch development

Developed as part of the Creative Equals Creative Comeback programme, culminating in a winning Guinness pitch at D&AD.

ABOUT CREATIVE COMEBACK

Creative Comeback is a two-week bootcamp designed to help experienced creatives return to the industry after a career break, with programmes in London, New York and Mumbai.

Run in association with Diageo and D&AD, and supported by partner agencies including Prime Video, Wunderman Thompson, Engine, Fishawack, Shoot the Moon, Pablo, VMLY&R and We Are Social, the programme combines intensive training with live creative briefs.

As part of the London programme, I was paired with a creative partner I’d never met and given a few hours across four days to develop a Guinness pitch over Zoom, before presenting it at D&AD to a room full of industry leaders.

No pressure.