Guinness' global positioning is Made of More. Often told through stories of strife in countries where it is prevalent. But Singapore on the surface is shiny, safe and a successful cosmopolitan city. 

So we told a story of how it feels to live in the pressure cooker. Where the red carpet is for those who have more. But the black carpet is walked by the rest of us who are made of more. 

*This brand campaign sadly never went live. Covid struck and after brand plans were put on ice, Guinness rebranded globally to a new proposition.