Guinness launched its Guinness Foreign Extra Stout Limited Edition series in April this year. Aimed at celebrating what makes Singapore, Singapore, the brand brought on board local illustrator Ben Qwek to create artwork for its quart bottles and cans.
The design incorporates a medley of beloved Singaporean cultural icons, from familiar places such as the Keong Saik Building and Marina Bay Sands to much-loved local foods like Kueh Tutu and the red plastic chairs found at eateries everywhere.
All the icons are centred on Guinness’ own icon, the Red Tongued Dog, which was originally an importer’s stamp of quality that marked Guinness Foreign Extra Stout bottles since their arrival in Singapore in 1869. The dialect translation, Ang Ji Gao, has become an affectionate nickname for the beer, and is now a term heard whenever the stout is ordered in coffee shops.
The three and a half month campaign began with teaser ads in print and OOH, before the limited edition series was launched at a media event held at The Projector, a nostalgic and uniquely Singaporean setting. To tell the story of the Red Tongued Dog, a stylised animated film was released in both English and Hokkien
In line with the launch of the limited edition series, Guinness also partnered with the duo behind Humans of Singapore to produce an exclusive coffee-table book that shines the spotlight on the modern Singaporean. Titled Men of Singapore, the book is available at libraries island-wide, and tells the authentic stories of men who embody the values of generosity, authenticity, innovation, courage and supportiveness.
To add to the interactivity of the campaign, customers were also encouraged to download the augmented reality platform BlippAR app, scan the silhouette of the Red Tongued Dog on bottles, cans or advertising to be able to experience four interactive sections—from learning more about the Red Tongued Dog to uncovering some of the Men of Singapore and even taking a quiz.
Since the launch, average dwell time recorded has been over 1 minute and 15 seconds per user.
In addition, Qwek was commissioned to create three colourful and larger-than-life wall murals, adding to the landscape of the Jalan Besar area. The three murals feature some of the elements captured in the limited edition design, bringing the Red Tongued Dog and some familiar sights and sounds that truly represent Singapore to the streets of Jalan Besar.
Alan McAleenan, marketing manager, Dark Beer, Asia-Pacific Breweries Singapore
With our Limited Edition we wanted to celebrate the rich history of Guinness Foreign Extra Stout in Singapore by paying tribute to what makes Singapore, Singapore. We’re proud of how we have brought this story to life in an interruptive and engaging way extending the campaign beyond a change in packaging, through digital video, out-of-home, press, the Guinness x Humans of Singapore coffee-table book, an augmented reality experience with BlippAR as well as Ben Qwek’s murals in Jalan Besar.
Campaign Asia-Pacific’s view
We like how this integrated campaign sought to bring out the best aspects of both the stout brand and Singapore’s heritage through the use of art. The digital elements with the incorporation of video and AR assets worked well in terms of anchoring the campaign to the present amidst all the nostalgia.
Client: Guinness, Asia-Pacific Breweries Singapore
PR/Social: Ogilvy Public Relations
Director: Leela Jesudason
Senior account manager: Kimberly Mah
Senior account executive: Desmond Cher
Account executive: Amanda Wong
Executive creative director: Primus Nair
Planning director: Mindy Yap
Account director: Fiona Huang
Associate creative director: Poonnotok Kittisak
Copywriter: Luke Vijay
Art director: Elysia Alim
Traffic manager: Jasmine Thian
Senior account executive: Stephanie Chiaw
Planner: Cherie Tang
Executive: Nicole Lim
Production: Mediacorp Brand Studio
Lead: Phin Wong
Creative director: Teng Chern Leng
Account director: Toshi Briones
Creative director: Daniel Tan