Guinness 0.0

(created for D&AD Shift London 2022, with Marshall Lawrence, Lewis Oakes and Anisa Abdurahman)

INSIGHT
Many non-drinkers are considered “boring”, especially those coming of age and entering university drinking culture.

IDEA
What’s boring anyway? There’s only so much fun you can have when you’re sober. That way, you can ‘Ch0.0se A Night to Remember.’

EXECUTION
Split up into two parts. The first part is an online game, ‘Ch0.0se’. Players can access a QR code on cans and billboards to pick their own ideal night out, with cameos from big- name stars along the way. All the points accrued through the game can be spent on events featured on ticketing app dice.fm. Through Dice, Guinness will also be offering their own sober clubbing concierge service, ‘What’s The Motive?’

My main role in the group was as copywriter and image editor.

Gameplay mockup advert

“WHAT’S THE MOTIVE?” mockup advert