Guinness aimed to position itself as the stout of Indonesia authentically. Instead of testing and imposing brand narratives, we collaborated directly with consumers, empowering them to capture their lives, record their social scenes, and express their dreams.
Together, we interpreted these rich visual data, co-creating cultural spaces rooted in genuine solidarity.
We then unpack the insights with local cultural vanguards from the sports, music, and FnB scenes to craft a holistic communication strategy across all touchpoints. Cultural resonance comes from the lived experiences of the people on the streets, not the decisions of executives.
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