Guinness is encouraging the British to make cities a better place to live by implementing their urban regeneration projects. The famous beer brand collaborated with UnLtd, a global body supporting social entrepreneurs, and Rathbone, UK-based voluntary group to initiate the Bring It To Life Awards project. Guinness is inviting people aged 25 – 35 to contribute to their local communities and receive money prizes for their activity.

Guinness, which is supporting the rugby teams in Ireland, has introduced more technology into its campaign. With the help of ball manufacturer Gilbert and Fraunhofer Institute in Nuremberg the brand featured rugby balls with RFID (Radio Frequency Identification Technology) chip and sensors around rugby pitches to monitor and analyze how the ball moves. The results of the technology’s merging with sport provide rugby fans with an accurate game statistics and give a deeper insight into the process.