Paul Cornell, marketing manager Guinness about the commercial:
‘To mark the start of the ‘bring it to life’ era, we wanted to create an amazing campaign which graphically illustrates the life, energy and passion of our brand and its drinkers. No longer can we rely on just a distinctive TV ad to generate the required level of impact, we also have to really involve and reward the consumer. Fans can actually bring their own world to life and we hope it will have the creative impact fans expect from our brand.’
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