Good Things Are Here
The Challenge
Guinness was making a huge investment and launching its first brand home in London. We were first briefed two years ahead of opening to develop some ATL positioning to announce the brewery was coming and then over the next two years we had to activate around this proposition to build anticipation amongst a diverse mix of target audiences – locals, long-term Guinness drinkers and younger cultural tastemakers.
The Approach
Riffing off of the iconic Guinness platform- Good Things Come To Those Who Wait, we developed a new line that could flex across channels and work as OOH around the site while it was being developed - Good Things Are Coming. This line was used TTL across all assets, ads, content, influencer drops and media to build anticipation and drip feed new info about the content of the building itself. We finally launched the venue December 2025 activating a talent plan with CMAT, overseeing all content creation, media, influencers and KOLs on the lead up to cement our status as the most talked about venue in the UK.
Results
