The Surfer
A CREATIVE OOH EXPERIENCE
Paying homage to 'The Surfer' (1999).
The Challenge
‘Surfer’, the famous Guinness TV commercial from 1999, was the cornerstone of an iconic campaign which focussed on a surfer taking on a gigantic wave. This dramatic ad created an unforgettable association with surfing.
Paying homage to this historic campaign, Guinness were looking to revisit this association as part of it’s OOH creative. Our challenge was to design, create and tour an installation which would bring this to life.
The Execution
Going through several rounds of design, an elegant piece featuring four Guinness surfboards was created to work within a variety of summer hotspots in London, Bournemouth and Brighton.
Alongside the campaign, Guinness was giving away the iconic surfboards. Customers could scan a QR code on the adjacent plinth to enter the giveaway.
As part of the broader campaign, we captured content across the entire OOH campaign which featured billboards featuring the surfboards, outputting video and still images to be circulated on social and other media channels.
The site on Bournemouth Beach was a unique one which allowed us to create a truly authentic execution of the concept – burying the surfboard installation in the sand!
The Outcome
The Guinness surfboard installations created hundreds of conversations with our teams of Brand Ambassadors around these summer hotspots. The activation ignited the passion and heritage of the brand evoked via the references to the iconic 1999 ad.
The video and photo output captured served to enable the campaign to reach thousands more while hundreds of excited giveaway entrants awaited to see if they would take home one of these beautiful surf boards for themselves!
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Summer Cities
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Surfboards
