Guinness Worlds Records' New Campaign Breaks Lots of Records Itself

Client shows customers that there are records waiting to be set everywhere

Published on May 29, 2013

Editor's Pick

BBDO New York has a new client, and it's a fun one: Guinness World Records. Because setting world records is often not something the average man on the street can aspire to, for a new campaign, the agency decided to make an out-of-home set that ended up breaking some records themselves, or encouraging passers-by to do so. The agency wanted to show that records are all around you, just waiting to be set.

There was one poster that invited you to break the world record for staring at something. According to the board, an "observer" was on hand to make sure participants didn't look away during their turn, or check their phones. There's also "the heaviest poster ever," (on a 6-ton rock in a park) and "the smallest poster ever," printed in 0.8 point copy that needed a magnifying glass to view.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


May 29, 2013
BBDO New York
Chief Creative Officer:
David Lubars
Guinness World Records
Senior Creative Director:
Grant Smith
Senior Creative Director:
Danilo Boer
Art Director:
Danilo Boer
Art Director:
Sei Rey Ho
Sei Rey Ho
Grant Smith

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.