Swimblack

Insight

We live in an age of instant gratification, blind to the truth that great things are worth the wait.

Idea

Turn Guinness’s 119.5-second pour into a celebration of what can be achieved in that same stretch of time.

Execution

A flim that follows an ageing local hero swimming from an offshore buoy to his brother’s bar, touching shore just as the pint settles.

Notes

What better way to dramatise the benefit/negative of a product truth then to craft a whole narrative that romanticizes the passage of time. Iconic.