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AMV BBDO Support Arthur Guinness Projects

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New initiative from Guinness to celebrate next generation of Irish creativity

AMV BBDO Support Arthur Guinness Projects

Today, 19th August, Guinness and AMV BBDO launch a new TV campaign to promote the ‘Arthur Guinness Projects’, a new philanthropic initiative from Guinness which aims to champion and celebrate the next generation of creative talent in Ireland.

The Arthur Guinness Projects launched in June of this year, with the aim of finding extraordinary people with innovative and inspiring ideas and to encourage and support Ireland’s new breed of visionaries and entrepreneurs.

Potential projects have been submitted via a website and voted on by the Irish public, with the most liked being shortlisted to a panel of industry experts, which includes band The Script and actor Chris O’Dowd. As well as offering mentoring and promotional support to the winning projects, Arthur Guinness Projects is investing €3 million in people and their projects across Ireland over the next three years, with up to 20 projects benefitting annually. 

The campaign, comprising of two 30” TVCs, showcases a broad mix of applicants to the 2013 Arthur Guinness Projects from across the categories of food, arts, sport and music, whose ideas, passion and spirit are enhancing and shaping Ireland’s culture and identity.  


The ads use the now familiar black and white Guinness look and were shot in various locations across Dublin including St. James’s Gate Brewery and Sandymount Beach.  The spots feature a broad range of Arthur Guinness Projects applicants including a boxer, chef, fashion designer and circus performer, each one showcasing their talent to the best of their ability.

The music for the ads is provided by an Irish rapper and Arthur Guinness Projects applicant Elaine Harrington aka Temper-Mental MissElayneous who also features in the campaign.  

In keeping with the theme of championing Irish creative talent, the campaign was directed by Dubliner Joanna Bailey.

The campaign will run from Monday 19th August for 6 weeks, in Ireland (ROI and Northern Ireland) only.


Project:    Arthur Guinness Projects
Client name & job title:    Stephen O’Kelly: Marketing Director, Guinness Western Europe
Creative Agency:    Abbott Mead Vickers BBDO
Creative Director:    Dave Buchanan
Agency Planner:    Rory Gallery
Agency Account Man:    Jonny White
TV Producer:    Ally Mee
Media Agency:    Carat
Production Company:    Russell Curran
Director:    Joanna Bailey
Production Co. Producer:    Russ Russell
Post-production Company:    The Mill
Audio Post-production:    750mph

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AMV BBDO, Thu, 22 Aug 2013 11:17:25 GMT