THE GOLDEN ARCHES
AR gateways THAT LEAD toO pints, parties, and selfieS worth sharing
ASSOCIATE CREATIVE DIRECTOR
Role: CREATIVE DIRECTION . CONCEPTUALize
AREA: ALCOHOL . DIGITAL
CLIENT: GUINNESS - DiAGEO AGENCY: DENTSU
Challenge: Guinness wanted to strengthen its premium brand perception while fostering a deeper sense of togetherness with consumers. The challenge: connect audiences across digital and physical touch points in a way that felt iconic, innovative, and shareable.
Idea: Transform the iconic Guinness glass silhouette into a golden AR archway—an immersive digital entry point that connected people to real-world brand experiences. By blending technology, storytelling, and culture, we reimagined Guinness not just as a beverage, but as the doorway to memorable shared moments.
Execution:
Designed AR archways that appeared when scanning QR codes at select venues and events.
Built an interactive online map guiding consumers to local Guinness activations, from happy hours and tastings to exclusive events.
Integrated selfie capture functionality, letting users step “through the archway” and share the experience socially.
Positioned the activation as both a discovery tool and a shareable brand moment
Impact:
• 5K+ AR sessions across participating venues.
• 3 min+ average dwell time per session, showing strong engagement.
• Lead generation through event sign-ups
• Opt-ins for ongoing brand alerts
• Increased foot traffic to Guinness partner venues
