Guinness characters hit China's streets
The film features a silver fish cycling through Shanghai’s tree-lined streets and a turtle enjoying a pint, blending familiar brand imagery with urban settings.
FRED & FARID’s generative AI creative studio, [Ai]magination, has produced a 50-second film for Guinness that brings the brand’s advertising characters into contemporary Chinese cityscapes.
The production uses generative AI to integrate the characters’ recognisable silhouettes into scenes inspired by modern Chinese streets. The art direction focuses on their distinct personalities and the humour associated with Guinness advertising.
FRED & FARID Uses Generative AI for Guinness
The film forms part of Guinness: The Surge Odyssey, an immersive brand experience touring Shanghai, Shenzhen and other Chinese cities. The project takes its name from the cascade of tiny bubbles visible as a freshly poured Guinness Draught settles.
By placing the brand’s advertising characters in contemporary Chinese environments, the campaign adapts established Guinness imagery for local audiences while retaining the visual cues and humour associated with the brand.
Guinness Continues Partnership With FRED & FARID in China
The project marks the third consecutive year of collaboration between Guinness and FRED & FARID in China. Previous projects include A Whole Universe and Guinness Street Studio.
The latest campaign continues the partnership’s exploration of creative formats and brand experiences, using generative AI to bring established advertising characters into new cultural and urban contexts.
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