APG Awards 'Golden Shorts' Events

How creative strategy can help solve tackle huge business problems and societal challenges

This is a series of events for APG members where we examine the ingredients for success and talk to the award winning planners about how and why it worked. If ever you questioned your role as a creative strategist, you can rest assured that done well, this is magic.

If you are not an APG member and would like to become one, you can sign up here.

20 January 2022 | 5.30-6pm GMT

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Award: Gold

It’s a brave move to encourage people not to buy your brand. And the ‘Guinness Clear’ campaign did just that. They not only confronted the impact of heavy drinking during Six Nations and helped consumers build healthier habits around drinking, but increased the ROI in the process, creating a positive change for both the consumer and the brand. Join AMV BBDO’s David Edwards and his creative partner Tim Riley as they discuss their strategy behind the campaign.