ROOTS

Credits & Description:

Type of entry: Graphic Design & Design Crafts
Category: Illustration
Advertiser: DIAGEO
Product/Service: GUINNESS
Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Title: ROOTS
Entrant Company: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
DM/Advertising Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Exec. Creative Director: Paul Brazier (Amvbbdo)
Creative Director: Paul Brazier (Amvbbdo)
Creative Director: Thiago De Moraes (Amvbbdo)
Illustrator: Thiago De Moraes (Amvbbdo)
Typographer: Hugh Tarpey (Amvbbdo)
Brief Explanation
Guinness’ line is ‘Made of More’, so we created simple visual metaphors that showed an individual overcoming their limits.
Describe the brief from the client
This series of posters was created to celebrate Guinness’ long standing relationship with rugby. The campaign ran during the 2011 Rugby World Cup.


Describe the creative solution to the brief/objective.

We started with traditional rugby elements and situations: line-outs, balls, etc. We wanted the posters to have an epic, almost mythological quality that captured the primitive and proud nature of the sport. That’s why we used strong images from nature - mountains, fire and tree roots - to translate these rugby situations.
A pint of Guinness looks very unique, so using its colour scheme as a basis to develop a palette for the campaign allowed us to make ads that carry little in the way of formal brand elements, but are strongly branded and easily recognizable.