The Guinness "Rise" campaign, launched in Singapore in 2017 by BBDO, positions the brand as a champion of men who demonstrate individuality, resilience, and positive impact. By aligning itself with stories of personal determination and transformative passion—exemplified by Luke Landrigan’s journey from surfer to pioneer who helped elevate a small fishing village into a renowned surf destination—Guinness reinforces its image as a brand that celebrates men who carve their own paths and influence their communities. This narrative approach reflects a deeper brand proposition that goes beyond the product itself, emphasizing values of courage, leadership, and meaningful contribution.
Strategically, the campaign taps into a cultural insight around masculinity and aspiration within the Singaporean market. By spotlighting real-life, relatable individuals who embody ambition and change, the creative angle moves away from traditional alcohol advertising focused on lifestyle or socializing, instead fostering an emotional connection through storytelling. This narrative appeals to contemporary male consumers seeking identity and purpose, potentially enhancing brand relevance and loyalty. The choice to frame the campaign within a compelling personal journey serves to humanize the brand, making it relevant not just as a drink but as an emblem of character and achievement within the Food & Drink category.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign centers around Luke Landrigan, an aspirational figure whose journey from a small fishing village to global surfing prominence embodies traits — passion, perseverance, making a difference — that Guinness wishes to associate with its drinkers. The narrative focuses on celebrating men who carve their own path, aligning closely with an ideal user identity rather than placing the product at the center or showing story-driven resolution through product use. There are strong narrative cues and user imagery, but the story is about the man, not the brand directly solving a problem or taking a decisive story role, making ASSOCIATED USER IMAGERY the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Heineken – Market Positioning
Heineken positions itself as a premium global lager known for its consistent quality and refreshing taste. It focuses on a cosmopolitan, young urban audience, emphasizing social connection, nightlife, and music events. Its marketing often highlights internationalism and shared experiences, appealing to consumers seeking sophistication blended with sociability.
2. Carlsberg – Market Positioning
Carlsberg markets itself as the “Probably the Best Beer,” emphasizing quality and heritage with Danish origins. It targets mainstream beer drinkers who value tradition infused with modernity, leveraging sponsorships of major sports events to connect emotionally with its audience. Carlsberg balances local relevance with international appeal, promoting enjoyment and camaraderie.
3. Tiger Beer – Market Positioning
Tiger Beer leverages its Southeast Asian roots to position itself as the bold, adventurous, and dynamic beer brand for urban millennials. It champions a spirit of confidence and discovery, often engaging with music, arts, and nightlife scenes to create an energetic, youthful brand image synonymous with Asian pride and modern city life.
4. Budweiser – Market Positioning
Budweiser is positioned as an iconic American lager with a focus on heritage, quality, and the spirit of celebration. It emphasizes boldness and optimism, appealing to a broad, diverse consumer base through mass-market availability and strong sports sponsorships. Budweiser's messaging often revolves around community, friendship, and shared good times.
5. Asahi – Market Positioning
Asahi differentiates itself through a crisp, clean taste profile aligned with Japanese craftsmanship and innovation. It appeals to consumers seeking premium quality combined with minimalism and sophistication. Asahi’s marketing promotes a refined drinking experience, often appealing to discerning drinkers who appreciate elegance and modern design aesthetics.
Q: What is Rise about?
A: Rise is a professional campaign launched by Guinness in Singapore in 2017, created by the agency BBDO. The campaign centers on the story of Luke Landrigan, a surfer whose passion transformed a small fishing village into a global surf destination. Through a film medium, Rise celebrates men who are made of more—those who carve their own paths and make a difference in their communities. The campaign aligns with Guinness’s brand ethos of strength, determination, and originality, positioning the brand as an emblem of aspiration and resilience within the alcoholic drinks industry.
Q: What creative device does Rise use?
A: Rise employs the FORMAT#10 ASSOCIATED USER IMAGERY creative device, as classified by Clapboard’s 12-format taxonomy. This approach focuses on showcasing an aspirational user profile—in this case, Luke Landrigan—whose journey and values the target audience can relate to or aspire to. Rather than placing the product at the center, the narrative highlights the individual’s story, aligning the brand with traits such as passion, perseverance, and positive impact. This technique fosters emotional resonance by connecting Guinness to authentic, real-life achievements.
Q: What is the campaign proposition for Rise?
A: The campaign proposition for Rise positions Guinness as a champion of individuals who demonstrate individuality, resilience, and a positive influence on their communities. By spotlighting Luke Landrigan’s transformative journey from surfer to pioneer, the campaign appeals to contemporary male consumers in Singapore seeking identity and purpose. This narrative-driven approach moves beyond traditional alcohol advertising, emphasizing courage, leadership, and meaningful contribution, and reinforces Guinness’s relevance as a brand that celebrates those who rise above challenges within the Food & Drink category.
Q: How does Rise rank in Clapboard's archive?
A: Rise holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Guinness's category?
A: In the Food & Drink category, Guinness competes with brands such as Heineken, which targets a cosmopolitan, young urban audience with a focus on social connection and internationalism; Carlsberg, which emphasizes quality, heritage, and mainstream appeal through sports sponsorships; Tiger Beer, which leverages Southeast Asian roots to position itself as bold and dynamic for urban millennials; Budweiser, which draws on American heritage and the spirit of celebration; and Asahi, which appeals to discerning drinkers with a refined, minimalist brand image rooted in Japanese craftsmanship.
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