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What I did
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Creative Team Lead
Campaign Idea
Direct Mail Design
Art Direction
Typography
Illustration Direction
Production Direction

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Mission

Guinness wants an appreciation night to reward selected high-value loyal drinkers at The Guinness Tavern, a place heard among all loyal drinkers but never open to the public.

Solution

Tapping into the loyal drinkers are blue-collar men deeply rooted in Chinese culture and sentiments that they had mastered their drink. 

The campaign began with an imperial edict invite designed to acknowledge them as masters (shi fu) to attend The Grand Assembly of Heroes (wu lin da hui). Inside, the invite included a secret badge (mi mi ling pai) at The Guinness Tavern. After the event, each member received a personalised memento with their name in calligraphy and a portrait in water-cool painting.

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Awards 
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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

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Results

It was an overwhelming response. 386 members registered to attend, exceeding the initial target of 150 members. 

That night, each member felt great pride in having mastered the Guinness Repertoire and receiving a heartfelt appreciation from a brand they had quietly adored for years.  

88% agreed with all brand equity statements, and consumption increased by 9.3%. Four out of five drinkers demonstrate a strong rating on the CRM program. 20% of members recommended friends drink Guinness, and 14.8% said they would try. Member databases grew by 564.8%, and the ROI was 1.65:1 despite the 26% sales-tax price hike.

The Big Won named it –
The World's No. 1 Direct Mail Campaign.

Another arresting idea.