PROBLEM

Guinness aims to create brand awareness among the female market in the UK.

This segment feels that society judges women that drink beer as not committed to their future and career.

INSIGHT

If people set their goals based on external mandates, they are at risk of measuring their own achievements based on other's expectations. That way, they would never feel self-realized

STRATEGY

To motivate a self-fulfilment resulting from your own choices, based on your own expectations.

SOLUTION

Using Guinness' historical path encouraging people to live their lives on their own terms, revealing the true nature of their character and going beyond their circumstances.

SOME DRAFTS TO HELP CREATIVITY

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