Arthur Guinness Projects launches TV campaign from AMV BBDO

Guinness has rolled out a new TV campaign to promote the ‘Arthur Guinness Projects’, a new philanthropic initiative from Guinness, which aims to find and celebrate creative talent in Ireland.

Developed by AMV BBDO, the campaign comprised of two 30-second TVCs that showcase a broad mix of applicants to the project.

In keeping with the theme of championing Irish creative talent, Dubliner Joanna Bailey directed the spots. They will run across the Republic of Ireland and Northern Ireland for the next six weeks, encouraging people to submit creative ideas via a dedicated website.

The Irish public, with the most popular then being judged by a panel including The Script and actor Chris O’Dowd, will then vote projects on. The winning projects will then receive mentoring and promotional support.

Guinness is investing €3m in the venture over the next three years, hoping to support 20 creative ideas each year.

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