Women drink dark beer.
Beer ads are a funny thing. They almost exclusively tailor themselves to the male audience, despite the fact that 26% of their consumers are women, and number keeps on growing every year. But instead of creating a campaign that would promote Guinness as a low calorie beer (fun fact: Guinness sets you back 125 calories—just 15 more than the same serving of Bud Light) we decided to create a campaign that celebrated the bold women who choose dark beer. Creating our Guinness girl gang.
How bold are you?
Using an algorithm on Twitter, users will be measured of their “boldness” based off of the history of their tweets. At the end, users are awarded a 3D brass bust of their face with a description of how bold they are.
Agency - Personal Project
Elizabeth Levin - Art Director / Designer
Danielle Silveri - Copywriter