Guinness Storehouse Life

Guinness Storehouse Life

An award-winning series of short films capturing what sets the Irish apart from the rest of the world.
Challenge
To enhance the visitor experience at Guinness Storehouse, Imagination was commissioned to produce a suite of short films.

Solution

Our objectives were two-fold: to provide visitors with a sense of the craic, the spirit of the Irish, avoiding stereotypical representations; and to appeal to an adult audience. We created films centred around a selection of radio archive sound-bites, visually complemented and enhanced by unique, quirky, animated graphic treatments. Subjects included football, nature and amusing anecdotes recounted in true Irish style. Shown in the Life area of Storehouse, the films were viewed on 14 screens positioned to circle 270 of the room. Six screens played the complete suite, the remaining screens featuring key stills from each. The films illustrated in an amusing and touching manner those qualities that set the Irish apart from the rest of the world - their storytelling, humour and poetic language.

Results

Hugely successful, universally appealing and engaging, without resorting to clich and stereotype, the films received the IVCAs prestigious Gold Award.
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