Distil some of the most iconic and influential advertising in history into just 1500m². Guinness asked us to create an unforgettable journey for visitors to Dublin’s busiest tourist destination.
We created an experience that visitors couldn’t help but interact with and importantly share. From bringing to life the famous Fish on a Bicycle and Surfer ads to placing visitors right in the centre of a Guinness ‘Surge’ with a 42m cinematic experience, we designed everything to make visitors marvel, laugh and make their hair stand on end.
We start the floor with an installation where John Gilroy’s famous zoo campaign illustrations from the 1930s and 40s are brought to life through a series of oversized 3D installations. Toucans fly, Seals balance pints of the black stuff and ostriches make a bid for freedom in an attempt to escape the zookeepers clutches, all replaying key scenes of the famous posters. Each exhibit is designed to encourage visitor interaction, creating fun and shareable photo opportunities.
Moving into a black and white world, we have a seaside scene where the iconic 1996 ‘A woman need a man like a fish needs a bicycle’ TV ad has jumped off the screen and into a larger than life 3D animatronic fish, pedalling away 24 hours a day 365 days a year. Meanwhile next door an animatronic whistling oyster puts on an intimate solo performance, a reference to a vintage 1920s ad displaying one of the brands best and most longstanding food pairings. Last but not least a sequence of interactive photo-booths allow visitors to place themselves within iconic vintage Guinness ads and then share these on social media.
Widely regarded as one of the best ads of all time, we hero the iconic Guinness Surfer advert from 1998 with 20 ticking clocks and 6 real big wave surfboards hanging suspended above a 5 storey void, paying homage to iconic ‘Tick Follows Tock’ narration, and leading visitors into the floors dramatic finale.
Channeling visitors into the final cinema area is a 2.5m high by 8m wide LED wall where key moments and iconic images for advertising past and present are brought to life through contemporary graphic animation. Here ‘Good Things Come To Those Who Wait’ and ‘Made of More’ feature reminding visitors of the brand’s most famous advertising tag-lines.
The dramatic finale to the floor is a 42m long x 2.5m high cinema screen which wraps a full 180 degrees, designed to show off the brands most iconic TV advertising to dramatic effect. 12.1 surround sound delivers deep bone shaking sound, bringing ads such as Surfer with Leftfields ‘Phat Planet’ soundtrack to life in a way you’ll never forget. As a build up to the ads viewers are plunged into the heart of swirling pint of Guinness, with a bespoke CGI surge background piece enveloping the room, with the sound following the waves as they surge and crash through the space.
As a signoff to the floor visitors can access a huge archive of material at an interactive archive Bar. Here a sequence of iPads and TV screens work in tandem to allow people to experience everything from print and poster advertising through to famous TV spots, from the 1800s through to the current day.