This is a selection of pitch work for Guinness, inspired by its global positioning: Made of More.

To connect with a younger generation of drinkers, we needed a bold, ownable idea that felt fresh yet true to the brand. So we leaned into one of Guinness’s most iconic elements—its rich, unmistakable black—and turned it into a creative force.

Enter Blackspired: a campaign that celebrates the depth, edge, and cultural relevance of ‘black’ through art, fashion, music, and other hype-driven cultural touchpoints.

Be Blackspired