Creative Team: Dan Knox & Shaun Darwood

Client: Guinness

The brief: to push other non Guinness drinkers and to entertain and underpin that Guinness as a premium beer.

Guinness
Guinness
Guinness

Hmm.. Hell is in the

Hmm.. Hell is in the waiting? for me it's not clear enough what you mean. Guiness is heaven? Because of the harp in their logo? or because of taste? what is exactly happening in the illustrations? hell wants guiness? very vague in my opinion. but i'm also very tired;). Could you explain, pls?

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The hell is in the waiting

The hell is in the waiting is its hell waiting for a pint and your right in saying guinness is heaven and the time you wait to get one is the hell.

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I agree, it probably isn't

I agree, it probably isn't good englind, but I thought I explained how it is good english. The grammar is fine, and it rolls better as it is.

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Make up your own strategies

Make up your own strategies man!!!
Good things happen to those who wait is the ever so classic line for them.
Apart from that the illustrations are good.

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Lovely illustrations, are

Lovely illustrations, are they yours?

PS: the second one isn't jiving, lose the ugly banded gradient please. On second thought, just lose the second one altogether.

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S&D the brief was a college

S&D
the brief was a college set brief and the purpose of the campaign was to use the existing idea of using "all good things come to those who wait", but to push it in a different way, which i think we have considering the well documented feedback and the fact that we haven't been lazy and just used their line, but actually bothered to come up with our own!!!!!!!!!!!!!!!

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You've kinda done that if

You've kinda done that if you lose the line i feel. You don't need a new line to push it in a new direction, you're there already.

If you think that 'heaven' is supposed to be the best place, out of this world, then the fact that you have to wait an entire lifetime before you get there is the biggest wait you'll ever have.

You could just have ads that shown the entrance to heaven, or heaven itself which is another way of saying the 'good things come to those who wait' without showing a natural waiting experience.

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Yeah but then it's a

Yeah but then it's a different concept again. This one's all evil and kinda nasty, which is ace. I like the line they've chosen, it fits while still being the same Guiness concept.
------------------------------------
Energizer Bunny arrested, charged with battery.

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Like the idea and the line

Like the idea and the line 'Hell is in the waiting'.

That said, the typeface for the tag is really ugly. The illustrations are ok. Kind of see-say. You need some better visuals and a better look for such a good idea. A little advice...if you want to come up with a new look, don't start with the visuals, start with the raw layout. I wouldn't even begin to touch visuals until you come up with a different layout than a dominant visual with a bottom-right tag. Do this idea justice. Don't screw it up in the art direction.

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