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Guinness: Tipping Point

The new Guinness commercial titled tipping point is about an extraordinary and passionate community coming together to create the world’s most ambitious domino run. Our challenge was to initiate the experience online by creating a campaign that thousands of passionate brand advocates could became immersed in.

We inserted clues into the TV ad, cut it into segments and scattered it across the internet, creating a sequential treasure trail of puzzles for people to follow. The reward for solving each puzzle was the next segment of the commercial, with solid gold dominoes awaiting those who could put it together first.

Tens of thousands rose to the challenge in the first few days, with session lengths running into hours, and even days. A huge community was formed as people joined forces on forums and blogs: trading hints, tips, and stories of lost weekends.

Millions of minutes were spent interacting with the brand, with the winner of the first solid gold domino assembling and launching the film online, two days before it aired on TV.

Unofficial Unofficial Walkthrough: http://juanramon.pbwiki.com/

Advertising Agency: AMV BBDO, London, UK

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8 comments

adstrike's picture
adstrike
334 pencils

Cannes almost sure.

klaussnow's picture
klaussnow
1675 pencils

"good things come to those who wait" what a line to coincide with the web

fooking ambitious as hell!

Awesome!!!!!!

... its already been done...

Crisp One's picture
Crisp One
2007 pencils

Very Very Detailed. Bravo for the media planning and art direction

I dont know though, I feel like me as a consumer would get board with all this burrowing.

Kateter's picture
Kateter
2029 pencils

absofookinglutely brilliant!!!!!!!

kgeiger's picture
kgeiger
7102 pencils

The TVC was really cool. And this entire project seems to have been very ambitious. Too bad that I only found out about it now... :/

chintan ruparel's picture
chintan ruparel
1516 pencils

Cannes Promo

~ old habits die hard, older ones never do ~

lucachez's picture
lucachez
38 pencils

the guy is a really homeless person from miami fl.

bompa's picture
bompa
318 pencils

Are you sure lucachez? Because was entirely shooted in the north of Argentina.

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