GUINNESS
MADE OF MORE

THIS IS A TRUE STORY.
BUT NOT THE SAME OLD SUCCESS STORY.

To launch Guinness’ new positioning in Singapore, we know we will have an opportunity to set ourselves apart from the others and cut through the clutter.

Singapore, a nation that thrives on success and firsts, it’s easy for brands to shine the limelight on the 1%. We, however, choose to root for the rest of 99. The ones still in the dark, finding their path. Still work in progress.

Through a year long search and meeting over hundreds amazing people from all walks of life, we told the story of 3, as we stand with those on the journey to be made of more.

THIS IS A STORY ABOUT THE REST OF US.