Guinness Draught in Cans - award winning consumer film

Produced for Guinness (GB) to promote their Draught Guinness in Cans, in 1998. Research had show that customers weren't chilling the beer long enough (good thing come to those who wait, after all), and so were missing out on the joys of the integral widget - which helped give the cooled beer its distinctive Guinness pour and settle at home. The brief was to educate drinkers into keeping the product in the fridge. This being the age of Friends, Queer as Folk, and This Life, we portrayed a group of friends and showed their lives through a fridge and Guinness. The film was mailed out to the database as a VHS (hey, it was 1998), with a simple competition mechanic which meant viewers would need to watch the film twice to answer the questions for a chance to win a Smeg fridge full of the product. A money off coupon was also included which had the highest ever redemption rate for a Guinness mailing at that time. The film won Silver at the John Caples International Advertising Awards in New York, 1999. I was creative director on the job, and co-wrote the script with Sven Hughes. The film was edited with Paul O'Brien, and directed by Thomas Q Napper. Apologies for the quality here. It's a digitised file from one of the original VHS tapes!