Guinness, the iconic stout synonymous with rugby, launched its seasonal campaign “Catch the Action Together” to celebrate the sport’s power to bring people together. The goal was to reaffirm Guinness as the drink of choice for fans gathering in pubs to experience the excitement of the game.
The solution was to develop a striking and energetic idea and visual concept that reflected the energy of rugby, and was versatile enough to lead the design of all campaign assets. This included everything from a custom Guinness rugby ball to in-pub materials like posters, flags, vinyls, bunting, and coasters, as well as out-of-home billboards and digital advertising across major sports websites.
The campaign’s bold, energetic look captured the passion of matchday and the camaraderie of pub culture. It became one of Guinness’s most memorable rugby campaigns—so much so that many pubs kept the posters up long after the final whistle.
