Nobody wants to order water in a pub.

People know it’s good for them, but they think it’s deeply uncool.

They’d much rather drink beer.

So, to encourage behaviour change and responsible drinking, we rebranded boring old tap water - as something people would actually want to order.

A brand new kind of Guinness.

Guinness Clear. Made from 100% H20.

We promoted it just like a genuine Guinness product.

With everything you’d expect from a Guinness launch.

All the reverence, all the beery clichés, all the high production values, all the familiar Guinness tropes.

Written by: Tim Riley

Director: Tom Kuntz

Producer: Miles Nathan

Creative Direction: Nicholas Hulley & Nadja Lossgott