SINGAPORE – Guinness has partnered with BBDO Singapore to create a new film to celebrate men who are made of more.
Tasked with replicating the global campaign in a Southeast Asian context, the film aims to highlight a man who has overcome the limitations of daily life. One who has carved his own path and made a positive impact on those around him.
This particular film focusses on Luke Landrigan; someone who embodies the qualities of a man made of more. Born in San Juan, La Union, a small fishing village in the north of the Philippines, Luke pursued his passion for surfing, despite the sport being relatively unknown in his homeland back then.
Luke’s big break came when he won a medal at the Asian Beach Games, becoming the face of surfing in the Philippines. As a result of his success, more jobs and opportunities opened up for people in San Juan.
Venus Teoh, Marketing Director, Asia Pacific Breweries (Singapore) shared, “Through What Are You Made Of, we aim to showcase Guinness’s core brand values by turning the spotlight on individuals who embody them. In Singapore, this means celebrating people who have the courage to carve out their own paths and are making a positive impact on the communities around them. What Are You Made Of is not just a campaign, it is a call-to-action for every person to show what they’re made of – we’re all Made of More in some way or another.”
Commenting on the work from a creative point of view, Primus Nair, Executive Creative Director, BBDO Singapore said, “It’s always a blast telling a Guinness story. There is such clarity to what the brand stands for, that the work always gravitates to powerful storytelling. Luke’s journey, and the impact he has had on the people around him, is a great example of this.”
The film first screened on June 12 on Guinness’ social pages and YouTube.
