Amanda Capers

Diageo/

Guinness

 x D&AD

Campaign Name

A Toast For All


Role


Strategy

Art Direction

Project Management

Copywriting


Collaborators


Jelani Ameer

- Designer

- Art Director

- Photography


Enmanuel Pena

- Photography

You've arrived at the event. You can't stay long, but you've decided to stick around for an hour or so. You head to the bar to grab a drink. You wouldn't mind a beer but you don't really feel like drinking tonight. You skim the menu and to your surprise you see Guinness Zero listed.


Insight: Choice is the catalyst to inclusion. 


Idea: "A Toast For All!"

Celebrating the power of choice and how it provides us the opportunity to commune with one another in positive and supportive environments. Ensuring that no one is left out.


Execution: A series of OOH posters across NYC showcasing “A Toast to Choice”. Swapping out the word “choice” to highlight different positive outcomes of having choices (i.e. A Toast to Inclusion; A Toast to Community)

Humans are drawn towards the ability to make their own choices.

But in 2020, at the height of quarantine, we lost our sense of control.

We felt just how devastating it feels to have little to no choice.

Background design by Jelani Ameer. Design is a distortion of a Guinness bottle cap.

That lack of control led to a spike in unhealthy behavior and coping mechanisms for many. Excessive drinking (such as binge drinking) increased by 21% during quarantine. 


Without their usual support systems, loneliness got the better of them.

The ability to choose provides us the opportunity

to commune with one another in positive and supportive environments.

Ensuring that no one is left out.

The last thing we want to do is exclude someone

simply because they're choosing not to drink, for whatever reason.

We're together again.

And this time no one is left out! 


A toast to choice.

A toast to inclusion.

A toast to community.