Guinness unveils ‘A Whole Universe’ campaign in China created by FRED & FARID Shanghai

There are briefs that one cannot turn down, like the one to introduce the most iconic beer brand to the largest consumer market in the world, China. FRED & FARID Shanghai took up this challenge by delving into the very essence of the brand.

At the heart of Guinness lies a unique spectacle: over 200 million nitrogen bubbles surging within the liquid with each pour, contributing to its creamy, smooth taste, encapsulated in a visually pleasing manner. It’s more than a beer; it’s a spectacle in a glass. Harnessing this unique brand spectacle, the campaign conceived by FRED & FARID Shanghai, “A Whole Universe,” captures the effervescent moments of the liquid resembling astronomical phenomena – the Black Hole, the Solar Storm and many others – portraying a whole universe of richness and complexity in every pint of Guinness.

The campaign execution was a meticulous endeavor. Starting with a pint of Guinness being poured, the real motions of the 200 million nitrogen bubbles and the dark-ruby-colored liquid merging, twirling, spinning, and rising together were captured. Every frame resembles a particular astronomical phenomenon, translated into the style of conceptual photography.

This visual odyssey was then transmuted into an artful mini-film and a set of key visuals, extending the narrative across different formats – 60s, 30s, and 15s videos, horizontal and vertical posters, Out-Of-Home advertisements, immersive brand experiences, and even an offline art exhibition in downtown Shanghai. The holistic campaign presence across all channels is designed to maximize impact and allure the target audience.

The campaign execution was a meticulous endeavor:
• Starting with a pint of Guinness being poured, the real motions of the 200 million nitrogen bubbles and the dark-ruby-colored liquid merging, twirling, spinning, and rising together were captured.
• Every frame resembles a particular astronomical phenomenon, translated into the style of Conceptual Photography.
• The entire shoot used nothing but 100% pure Guinness liquid, avoiding the common use of additives in beer advertisements.
• The length of the film, 119.5 seconds, represents the exact time needed to pour a perfect pint of Guinness, thus paying homage to the brand’s meticulous craft.

Credits
Agency: FRED & FARID Shanghai
Client: Guinness
Title of The Ad: A Whole Universe
Chief Creative Officer: FRED & FARID
Executive Creative Director: Feng HUANG
Creative Group Head: Alex ZHANG
Art Director: Erik ZENG
Agency Supervisors: Paul LIN
Account Services: Lia LIU, Heidi XIANG, Hanzhen LIN
Agency Producer: Charles RENARD
Brand Strategist: Karen GE, Karas HUANG, Karma CUI
Brand Supervisors
Alice ZHANG – Super Premium MKT Sr. Director, China, ABI
Antoine BOLLY – SP Pipeline Brands MKT Asso. Dir, China, ABI
Jessie JIANG – Guinness Marketing Manager, China, ABI
Vila YAN – Guinness Marketing Specialist, China, ABI
Graham VILLIERS-TUTHILL – Marketing & Innovation Director Greater China, Diageo
Sarah LU – Head of Nurture Brands Greater China, Diageo China Limited
Production House: DR Film
Executive Produce: Reason & Annie
Producer: Xiao Zhuang & Tammy
TVC Department
Director: Lulu LOLO
DOP: Kevin CHAN
Gaffer: Yonglu CHEN
Special Props: Dianli Film
Offline Editor: Man LIN
Colorist: Nicola GASPARRI (The Mill) / Dengke DING
Online Artists: Lifeng ZHAO
Mix: CODA / ECS
KV Department
Photographer: Kain Xiao