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Guinness Foreign Extra Stout
Client
Work done for Guinness Ghana Breweries at Ogilvy Africa
Market
Ghana
Role
Insights, strategy, campaign development, creative direction
Project type
Packaging Design, Shopper, Mobile, Social, ATL, BTL, PR
62 years of Ghana's independence on a label.
Challenge
How do you celebrate 62 years of Independence Day in a way that feels authentically Ghanaian while putting Guinness at the heart of the celebrations?
Approach
We transformed the Guinness label into a celebration of Ghana's identity. Inspired by the country's rich tradition of symbolism and storytelling through textiles, we created a limited-edition design featuring 62 original icons. Each icon represented the resilience, optimism and vibrant spirit of Ghana and its people, values that Guinness has long championed. To turn the celebration into action, we introduced a simple under-the-crown promotion, giving consumers the chance to win instant cash prizes every time they enjoyed a Guinness.
Impact
Guinness became part of Ghana's Independence celebrations, with every bottle offering consumers the chance to win a share of one million Ghanaian cedis alongside millions of instant prizes.
