WORKS

The member database grew by 564.8%.

ROI more than doubled.

| The member database grew by 564.8%. | ROI more than doubled.

Business-Driven Campaign

How Blue-Collars Turned a Beer Brand Into a World Champion.

This is what happens when you treat your customers like heroes.

We couldn't advertise. Sales tax had increased by 26%, and blue-collar wages remained unchanged. The brand was cornered, but the drinkers stayed loyal. Even when it cost them more, they continued to choose Guinness.

So we chose them back.

We created Guinness Appreciation Night—a direct mail campaign disguised as a tribute.
No loud ads. No big media buys. Just one bold idea:

Honour loyal drinkers like legends.

We could only host 150.
386 showed up.
So we stepped up—and let them show up.

Each guest received a hand-drawn portrait.
An appreciation token. A moment of pride.
Together, we honoured 386 everyday heroes.
Their long-awaited moment of greatness had finally arrived.

Expressing the brand truth:

Greatness comes to those who wait.

We didn’t buy attention.
We earned it—with respect.

The member database grew by 564.8%.
ROI more than doubled.

Not bad for a campaign that wasn’t even allowed to advertise.

But the real win?

We moved hearts.

This wasn’t a flash of advertising.
It was a quiet revolution—a movement powered by art, dignity, and belief in people.

It taught me that greatness doesn’t always come from a big opportunity.
It comes when you choose to see differently—and step up.
When your client steps up.
And when your most underestimated audience shows up with unwavering belief.

That’s what the factory workers did.
Their loyalty turned a quiet idea into a world-stage triumph.

The Won Report named it the World’s No.1 Direct Mail Campaign.
It ranked OgilvyOne among the world’s Top 10 agencies that year.
It won Diageo’s highest honour in Asia for client retention.
And across Cannes, Caples, and Asia’s toughest shows, it picked up 16 metals.

A quiet tribute evolved into a global movement, driven by everyday heroes.
This campaign couldn’t speak out.
But it was heard around the world.

World No. 1 Direct Marketing Campaign, Won Report 2005
World Top 10 Agencies, Won Report 2005
Best Direct Marketing of Asia, The Work 2006
Best of Show Strategy, DM Asia 2005
Best of the Best Shane Weaver Award, DM Asia 2005
Dimensional Direct Marketing Campaign, Gold DM Asia 2005
Dimensional Low Volume Direct Marketing Campaign, Gold DM Asia 2005
Art Direction, Finalist DM Asia 2005
Direct Marketing Campaign, Finalist New York Festival 2005
Direct Marketing Campaign, Bronze John Caples 2005
Retention & Loyalty Direct Marketing Campaign, Finalist John Caples 2005
Brand Building Direct Marketing Campaign, Finalist John Caples 2005
Low Volume Direct Mail, Silver, DMA Malaysia 2005
Best Retention & Loyalty Direct Mail, Silver, DMA Malaysia 2005
Best Dimensional Mail, Silver, DMA Malaysia 2005
Best RM Program, Diageo Asia Pacific Award 2005