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Branded Entertainment
Documentary Short Film

Finalist

Entrant: AMVBBDO, London
Guinness - "Never Alone Documentary"

Corporate Name of Sponsoring Client: Diageo

Agency: AMVBBDO, London

Chief Creative Officer: Paul Brazier

Executive Creative Directors: Alex Grieve/Adrian Rossi

Creative Directors: Dave Buchanan/Mike Hannett

Copywriter: Mike Crowe

Art Director: Rob Messeter

Agency Producer: Nick Godden

Production Companies: Tubby Brothers/Stink, London

Directors: Ben Tubby/Dan Tubby

Producers: Ben Tubby/Dan Tubby

Post-Production Company: MPC

Editing Facility: Tubby Borthers

Editors: Ben Tubby/Dan Tubby

Recording Studio: 750mph, London

Sound Designers: James Cobbold/Ben Gulvin


Description of the Project:
Guinness weren’t an official Rugby World Cup sponsor and risked not being the brand most associated with it. The objective was to win the battle of the advertisers not through media spend, but connecting with their audience emotionally.

 We told the story of Gareth Thomas who lived in fear of his sexuality in a very heterosexual sport who had the bravery to tell his team he was gay. And how they were there for him, epitomising the Guinness positioning Made of More’.