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Guinness #TasteofBlack

#TasteofBlack is a fully integrated campaign that tackles the most obvious difference to most South Koreans of choosing Guinness over a beer or lager; its colour black. Rather than the traditional route of using a celebrity to encourage purchase, iris focused on the six key tastes of Guinness – smooth, depth, creamy, bold, rich and amazing – and encouraged consumers to reconsider what Guinness is made of, and then share their experience. The commercial also features renowned Korean content creators, who will create their own content based on their individual #TasteofBlack experience, which will feature on their respective YouTube channels.


Advertiser: Diageo Korea

Brand: Guinness

Brand Manager: MJ Cho

Marketing Manager: Keanu Nahm

Creative Agency

Creative Agency: iris Worldwide

Creative Director: Nina Taylor

Art Director: Ross Henderson

Chief Creative Officer: Shaun McIlrath

Head Strategist: Paul Gage

Account Manager: Mimi Lee

TV Producer: Laura Stageman

Production Company

Production Company Name: The Sweet Shop

Producer: Jason Lee

Photographer : Simon Way

Directors: John S. Park

Production Service

Production Service Company: Addict Films

Executive Producer: Spencer Dodd

Category: Alcoholic drinks , Beers