Guinness Clear

Insight

Sometimes doing the right thing just isn't exciting enough to motivate people.

Idea

Promote drinking responsibly by branding tap water as a new Guiness product.

Execution

Rebranded boring old tap water as an exciting new drink: Guinness Clear.

Notes

There's lot's of product invention type ads out there and this is one of the best I've seen. Really engaging way to get people thinking about responsible drinking, which is typical a snoozefest. Rolled out expertly.