Guinness pulls in abstract artists for 'Discover' sell

Developed by Saatchi & Saatchi Singapore, the campaign has enlisted Singaporean abstract expressionists Yeo Shih Yun and Valerie Ng, whose abstract treatment is underpinned by a theme of 'Discover Cream'. According to Saatchis CEO Michael Rebelo, the aim is to broaden the appeal of Guinness draught, to a younger, more affluent demographic. "The key thing here is that it's a path to purchase campaign," said Rebelo. "It's really about engagement of the consumer into the outlet. We felt that moving away from product shots would get people into the bar." The 'Discover Cream' theme was introduced across print, TV, ambient and viral mediums. Messages like 'Wait for It', 'Let it Settle' and 'Smooth', were placed outdoor and in pubs and bars, in areas frequented by upwardly mobile young people.