Tipping Point

Agency Network: 
April 2008


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

Unofficial Unofficial Walkthrough:

Digital advertisement created by BBDO, United Kingdom for Guinness, within the category: Alcoholic Drinks.

Advertising Agency: AMV BBDO, London, UK
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adstrike's picture

Cannes almost sure.

Activity Score 334
klaussnow's picture

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

fooking ambitious as hell!


Activity Score 1645
Art Director |

... its already been done...

Crisp One's picture

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.

Crisp One
Activity Score 2005
Other at New York
Kateter's picture

absofookinglutely brilliant!!!!!!!

Activity Score 2029
kurtberengeiger's picture

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... :/

Activity Score 7323
chintan ruparel's picture

Cannes Promo

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

lucachez's picture

the guy is a really homeless person from miami fl.

Activity Score 38
bompa's picture

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

Activity Score 318
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