Print ad: Guinness Beer: guinneSS

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GUINNESS positioning is ‘made of more’. Leo Burnett Dubai wanted to highlight the brand’s purpose by celebrating people who had accomplished great things. But to really do justice to the claim, the agency wanted to find people who were really made of more. The kind of people who are not satisfied by mastering one discipline. They have to master another. The agency used the ‘NN’ and ‘SS’ in the GUINNESS name to illustrate the stories of people who were made of more. On the first letter, they detailed their accomplishments in one field. Then detailed their accomplishments in another field in the next letter.