• by Danielle Oster , November 29, 2023

Guinness, whose flagship Dry Irish Stout is arguably the world’s best known dark beer, is seeking increased sales in China with help from a campaign created in collaboration with agency Fred & Farid Shanghai.

“A Whole Universe” zooms way in on a distinctive brand trait, bringing to life the over 200 million nitrogen bubbles that contribute to the beer's texture. Shot to capture the miniature world created while pouring a pint, the ad’s imagery resembles something cosmic, with visual elements that resemble recognizable astronomical phenomena like a black hole, lagoon nova, and supernova.

The full-length ad runs 119.5 seconds, which the brand claims “represents the exact time needed to pour a perfect pint of Guinness, thus paying homage to the brand's meticulous craft.”

It’s also running in the more common 15-, 30-, and 60-second video formats, as well as horizontal and vertical posters, OOH ads, and immersive brand experiences. The campaign even includes an offline art exhibition in downtown Shanghai.

CORRECTION:After this story was first published, our source told us the information they had provided was incorrect. This campaign is not Guinness' introduction to China, but just a way to ramp up interest in the brand after "a low product trial rate in one of the world's biggest markets." We modified the story accordingly.