Guinness Brand Awareness

Brief

Trinity completed multiple briefs over several months for Guinness and The Live Agency.  The events were designed to activate the name sponsorship of the Guinness Six Nations – ‘Rugby’s greatest tournament’ – and to highlight the brand’s presence at various horse racing events around the UK.  Trinity also had fun bringing to life Guinness’ St Patrick Day’s takeover of All Bar One in Leicester Square.

Detail

 

All events were designed around elements from the much-loved and unique Guinness brand including the harp, the beer itself and Irish themes.  Trinity was fortunate to have such a rich source of imagery and associations from the brand’s archive of historical advertising campaigns.

Activations for the Guinness Six Nations

Activations took place at two high profile and historic pubs – The Ship in Wandsworth and The Alfred Lord Tennyson (formerly The Pantechnicon) in Knightsbridge.

The Ship

Trinity was asked to turn the private dining area at this historic landmark pub into a locker room with a screen for Guinness’ guests to watch the Six Nations rugby matches.

At one end of the private dining room a TV was embedded in a floor to ceiling graphic of the rugby pitch and stadium, giving the impression of watching the match live. The ‘Lockers’ were constructed around edge of the room featuring graphics and Foamex boards with rugby scenes and images of rugby shirts, like a private view into individual lockers.

The activation took place in February so achieving a cosy yet high energy feel was part of the brief. Graphic images of players in action were applied to windowpanes to look like a view of players in training, and the harp from the the Guinness brand and other elements were widely used to give the sense of ‘ownership’ of the space.

As a final touch, 5-meter-high replica goal posts were placed at the entrance to the venue giving a high impact sense of occasion and excitement as guests entered the venue.

The Alfred Tennyson (formerly The Pantechnicon)

Trinity transformed the private hire space on the top floor of this premium gastropub and restaurant into an intimate and upmarket take on a traditional Irish pub for the Guinness Six Nations.  The team at Trinity built high-quality old-style wood panelled areas normally found in traditional Irish pubs, together with luxurious curtain partitions, furniture and elements of the Guinness brand.

The fixtures worked so well in the space that they have been kept in situ by the pub post event and the space renamed ‘The Ruby Rogue’ which now features Irish food, drinks and music Fridays through to Sundays https://www.thealfredtennyson.co.uk/ruby-rogue/

Horse racing

Trinity designed and built a free-standing horseshoe arch to serve as a visual signpost of the Guinness brand and its long-standing association with and support of premier sporting events, such as horse racing, in the UK.

Made from dye bond, MDF, graphics, the arch stands approx. 3m high and has a simple modular design.  The design enables installation by local crews at various racecourses around the UK while being sufficiently robust to withstand transportation and being outside in the elements.

The arch has been featured at racecourses such as Cheltenham and Kempton Park – drop us a line if you see it around!

All Bar One Guinness take over for St Patrick’s Day

Trinity had fun working on this venue takeover to celebrate St Patrick’s Day 2019.  We were fortunate to have access to the rich archive of classic Guinness print advertising posters, which we reproduced to ensure all existing spaces in the venue supported the theme in a varied and visually arresting way.

The team also used a mixture of Irish associated images such as the shamrock – which was featured in high impact neon tube lighting – and large but realistic Foamex cut-outs of the Guinness product, harp icon and key celebration phrases to give a sense of fun and visually highlight the total take-over of the venue by the brand for the day.