Guinness has run a topical press, street-poster and digital campaign in New Zealand via Special Group, ramping up the drama before Saturday’s knock-out quarter final rugby game between Ireland and New Zealand, with a simple graphic execution based on ‘may the best team win’.
Says Tony Bradbourne, co-founder of Special Group: “Both countries have a lot of respect for each other, and both share a real passion for the game of rugby. Sadly, one country will be bitterly disappointed come Sunday, but hopefully we’ll all be able to raise a pint to a great game of rugby.”
Says Simon Warren, senior brand manager at Lion: “We are thrilled to continue the story of Guinness and the hearty rivalry between Ireland and New Zealand.”
At St Patrick’s Day this year, Guinness made national headlines for street posters calling on fans to raise a drink in hope the two rugby teams meeting at the Rugby World Cup. And now that’s happened.
Adrian Hirst, Category Marketing Director
Simon Warren, Senior Brand Manager
Sophie McLeay, Assistant Brand Manager
Rory Kvalsvig, Assistant Brand Manager
Executive Creative Director – Gary McCreadie
Head of Strategy – Rory Gallery
Account Manager – Jack Close
Copywriter – Karl Fleet
Illustration by Toby Morris