SHANGHAI, CHINA — Guinness has unveiled the Guinness Street Studio, a transformative campaign that turns traditional billboards into real time product shot studios. Imagined and brought to life by creative agency Fred & Farid Shanghai, this experiential activation has captivated audiences across China, blending consumer interaction with cutting-edge tech.
Located on some of Shanghai’s most bustling streets, the Guinness Street Studio invites consumers to take charge of the iconic pour themselves. Equipped with a custom built beer tap and a camera that captures every surge, the billboards stream the legendary Guinness cascade in real time. Once poured to perfection, participants can sign their creation directly on the digital display, transforming their personalized pint into a larger-than-life ad that appears on billboards throughout the city and even on TV and social media.
Following the success of last year’s “A Whole Universe” campaign which illustrated the magic of Guinness’s nitrogen bubbles through a cosmic visual journey, the Street Studio is the next bold step in brand storytelling. The concept directly addresses a key challenge: encouraging Chinese consumers to embrace Guinness despite its distinctive, often unfamiliar appearance. By empowering them to create their own perfect pour, the campaign bridges the gap between perception and reality, making Guinness more approachable and desirable.
In just three days, the activation delivered impressive results:
- 2,000+ pints poured, resulting in over 100 hours of user-generated content
- 85% rise in new consumers
- 110.2% increase in sales compared to the previous year
- 384% surge in brand searches on RedNote, and 136% increase on TikTok
- 49% growth in searches on e-commerce platforms
- 22,900 consumers engaged, marking a 190% year-on-year increase
“Chinese consumers trust what they can verify themselves,” said Feng Huang, co-founder and executive creative director of Fred & Farid Shanghai. “The Guinness Street Studio bridges the gap between advertising and reality, creating authentic content from real consumer experiences.”
The Guinness Street Studio represents a new frontier in experiential marketing, combining real-world product interaction with digital amplification. The user-generated product shots continue to appear on social media and OOH displays throughout China, extending the campaign’s impact far beyond its initial three-day run.
CREDITS
AB InBev China Guinness Brand Team:
Chief Marketing Officer – Matt Che
Super premium marketing senior director – Elle Tang
Super premium pipeline brands director – Jiang Xi
Guinness Marketing manager – Maggie Mao
Guinness Brand manager – Russell Luo
Marketing connection & capability senior director – Dolly Huang
Connection & capability Manager – Gaby Yan
Media director – Rachel Yan
Media manager – Amber Deng
E-commerce senior director – Flora Huang
E-commerce director – Joe Dai
E-commerce digital manager – Amy Hui
Purchasing director – Kevin Liu
Purchasing AD – Cici Chen
Purchasing AD – Joy Ji
Purchase manager – Mirabelle Song
Communication Director – Christina Chan
Communication Associate Director – Lynn Sun
Legal Manager – Jane Chen
Diageo China Brand Team
Diageo Managing Director, GC IS&B Atul
Marketing & innovation Director, GC – GVT
Marketing Director China – Iris Wang
Head of Johnnie Walker and Nurture Brands – Sarah Lu
Finance Director, Greater China Strategic Projects – Green Gu
Core Creative agency: FRED & FARID SHANGHAI
CCO – Fred & Farid
ECD – Feng HUANG
ACD – Alex ZHANG
Art Director – Erik ZENG
Art Director – Vankies Xu
Copywriter – Kaka LU
Business Director – Paul LIN
Account – Jay TAN
Account – YiFan
Planner – Karma CUI
Creative consulting agency: DAVID
MD – Juan Pablo García
Account – Krizia Brühl
Art Director – Alejandra Rozo
Art Director – Elkin Hernandez
Copywriter – Alejandro Orjuela
Copywriter – Julian Triana
Media agency: Starcom
PR agency: MSLgroup
Execution agency: XMKT
Creative Director – Rocky Lok
Account Director – Pierre Sun
Account – Jack Shi Account – Jack Zhai
Execution agency: IDEAL
Team leader – Toori Chu
Creative Director – Yoyo Jin
Social Creative – Dorothy Du IMC
Creative – Mok Ding
IMC Creative – Scarlet Shi
