Guinness

Dare to Differ

This strikingly dark stout stands out in a crowd of pale, rowdy sports beers.

A billboard on a brick wall featuring a cityscape at night, with the Empire State Building visible, and a picture of a red velvet couch with a table and flowers inside. The text on the billboard says, 'Somewhere down the street men are screaming at a TV' and includes Guinness branding.
A billboard advertisement for Guinness beer featuring a nighttime scene of a jazz band performing, with text that reads 'A few blocks down. Beer pong is really heating up.' The Guinness logo and slogan 'Dare to Differ' are at the bottom.
Guinness advertisement featuring two silhouetted men at a table with a sunset background and the text 'Down the road a bit you have to yell your order. Guinness. Dare to Doffer.' on a tiled wall background.
In the car, a screen shows a pub scene with a table, chairs, and framed pictures. The text says 'In the car up ahead, someone's using their purse as a barf bag.' The Guinness logo and slogan 'Dare to Differ' are in the bottom right corner.
A woman wearing high heels and a sparkly dress, standing under a table with only her legs and feet visible. Text on the image reads, "Around the corner toes are being stepped on." The Guinness logo and tagline "Dare to Difffer" are at the bottom right corner.
A billboard at night with a silhouetted person holding a drink and a flag, standing in an alleyway with colorful lighting. Contains text promoting Guinness beer with the slogan "Dare to Differ."
A glass of dark beer on a round coaster with the text 'GUITAR Dare to Diffe' visible. The background is dark with additional round coasters, one partially visible, with text about throwing things like a frisbee.

Decals turn actual bar windows into living backdrops for the campaign.

Store window display featuring a large poster of a live jazz band performance with text overlay, advertising the Vanderly Bar & Lounge, with Guinness logo and slogan underneath.
View through a restaurant window showing the interior shelves with bottles, a neon sign, and two silhouettes of people at the bar, with a sign reading 'Up past the next light. Highschoolers just opened a tab.' and a Guinness logo with the phrase 'Dare to Differ'.

The Academy at Goodby Silverstein & Partners 2025
Art Director: Jess Yuan
Copywriter: Thomas McMullen