Creativity

Artist McBess Lends His Stylings to St. Patrick's Day Campaign for Guinness

Ad Icons the Surfers, Sapeurs and the Toucan Feature in Designs

By Alexandra Jardine. Published on Mar 15, 2017

Editor's Pick

Guinness commissioned the well-known illustrator McBess (Matthieu Bessudo, known for his black and white artworks inspired by the classic cartoons of Fleischer Studios) to create its St. Patrick Day branding this year, and the results are stunning.

The campaign, by Iris, is themed around the line "Let's Get Together." McBess created a quirky mix of characters, from bikers to hipsters to jockeys, and also reimagined heritage characters from Guinness' advertising -- surfers, Sapeurs and the Toucan, who all come together around a pint.

The designs will appear in bars, pubs and retail outlets around the world selling Guinness, as well as on specially-created beer mats, t-shirts and other displays.

Nina Taylor, Iris creative director on the campaign, said: "McBess was the perfect choice for this campaign. His bold, monochromatic style suits Guinness' distinct aesthetic and his quirky, interesting characters playfully brought the campaign idea to life. We wanted an illustrator who could imaginatively capture and celebrate all of the unique characters you'll meet over a pint or two of Guinness on St.Patrick's Day."

McBess himself commented in a statement: "Well it's not everyday that I can work for something that quenches my thirst for both black and white illustrations and black and white beverages. I hope every job would involve black and white beer and black and white drawings."

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About

Credits

Date
Mar 15, 2017
Agency:
Iris
Client:
Guinness
Illustrator:
McBess
Illustration Agency:
Bernstein & Andruilli
Executive Creative Director:
Andy Taylor
Creative Director:
Nina Taylor
Creative Team:
Trevor Webb
Creative Team:
Jonathan McKemey
Art Buyer:
Lu Howlett
Managing Partner:
Stefan Zoltowski
Artwork:
Billy Thomas

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