The challenge: In Romania, Guinness is a niche brand, because of its special taste. The client wanted something to drive sales in pubs for the Halloween night. The challenge was to do something special with a very low budget.
The idea: simple and low cost. Due to its colors - black and white - the Guinness beer has all the qualities to pass as a creature of the night. We illustrated this new identity very easy, by using the shadow of the Guinness glasses. In fact, we produced coasters, representing the shadows of the Guinness glasses. The coasters were offered for every Guinness beer bought on Halloween night.
The results: People were curious to know what was all about with the Guinness promotion, they found the idea nice and they wanted the coasters. So the sales boomed for the night and -as a side effect- everybody took home their scary-shadows coasters.