Guinness Foreign Extra Stout

Telling the story of 62 years of independence on a label. Work done for Guinness at Ogilvy Africa, Ghana.

Brief
Create a limited-edition Guinness FES label to celebrate Ghana’s 62 years of Independence and develop mechanics to drive volume via a national consumer promotion.

Approach
We brought Ghana’s symbol and fabric storytelling legacy into a unique label design. We selected 62 icons (a nod to the independence years) that represented independence or the bold and vibrant nature of the country and its people, two traits Guinness and Ghana have in common. Through a simple under-the-crown mechanic, we gave Guinness more reasons to celebrate with instant cash prizes.

Impact
We put Guinnness at the heart of the Ghana’s celebrations. Each bottle bought was an opportunity to win a share of one million cedis, plus millions of instant prizes.