Guinness: Myth

To strengthen Guinness’ brand positioning in South East Asia, AMV BBDO London has created a new film and poster campaign celebrating those who have the confidence to carve out their own destiny.

Based on a rumour in the region, that over 40 years ago a man built a ski resort on the Equator, the lead film, Myth, sees a group of friends go looking for the uncharted land and follows the trials and tribulations that come their way.

The piece is directed by Siri Bunford and takes the viewer an a scenic journey as the friends live out their desire to go beyond what their beach village has to offer. An interesting fact about the project is that the cast had never actually seen or touched snow before the shoot bringing an endearing truth through in the production.

To create the poster elements of the campaign, cult tattoo artists from across Asia were commissioned to design unique and culturally-relevant designs which would work across multiple bodies, bringing the Together We Are More stance to life.

The striking designs vividly illustrate that when friends come together they can achieve something greater than the sum of their parts, revealing the true power of the group. The posters were shot by renowned photographer Nadav Kander.