Guinness Celebrates Its Heritage in a State-of-the-Art Pint Monument, Displayed in Dublin

Guinness has unveiled another project to celebrate its legendary black stout. The Irish beer brand has collaborated with Jason Bruges Studio and a team of creative minds to develop a “breathing” pint monument to the iconic drink. The 3.6-meter, 2-ton statue, which is more like a totemic symbol than a pint, has been displayed at the Guinness Storehouse in Dublin.

The idea behind the project, devised by Saatchi & Saatchi as part of the “Made of More” campaign, was to reflect the unique essence of the Guinness beer and tell its unique story in dyed wood, bronze and fabric. Film-maker and director David Wilson was appointed as the curator of the art project, which also involved textile designer Elena Corchero and other illustrators, sculptors and craftsmen. They created an impressive “beer mugs” that featured various techniques and elements ranging from embroidery to wood carving.

Photo: Guinness Made of More monumemt, www.jasonbruges.com (click to enlarge)

The “breathing” effect of a Guinness pint is provided by the state-of-the-art white fabric head, created using laces and LED. On the top of the wooden “totem,” there are tiny mountains (a bottle of Guinness is among them), a lake and tiny figures of people, which are climbing to their dream. “The brief was to embody the essence of the brand; its historical values, its rich heritage, and the unique craft in its creation. The piece we created fuses historical craft and modern technology. We wanted to bring lightness while maintaining the extraordinary level of detail of the rest of the Monument,” commented Sam Hoey, head of Jason Bruges Studio on the project. For more details on the Guinness Monument, visit Behance.

Photo: Guinness Made of More monumemt, www.jasonbruges.com (click to enlarge)

Photo: Guinness Made of More monumemt, www.jasonbruges.com (click to enlarge)

Guinness is also preparing the new phase of its “Paint the Town Black” campaign, dedicated to St Patrick’s Day (March 17). The global marketing push, which comes as a new installation of the brand’s campaign launched last year, will be rolling out across multiple platforms including TV, digital, PR , out-of-home and social media. The centerpiece of the upcoming campaign is a personalized film that will feature a user’s image and location data sourced using Google Maps and Facebook. Just like in the ad launched last year, the new spot features bursts of black paint, which covers everything around (this time, the explosions occur in a pub).

As a platform ‘Paint the Town Black’ has so much creative potential, and it is completely unique to and ‘ownable’ for Guinness, thanks to the beer’s highly distinctive and intriguing colour,” commented Oliver Loomes, Guinness global brand director.