Guinness launches Archives Award in collaboration with Irish Film Institute

Photo by Pietro Jeng via Pexels

The partnership invites Irish creatives to reimagine vintage ads through a contemporary lens and the deadline closes on 5 April 2024



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15 February 2024

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Guinness has announced the first ever Guinness Archives Award, in partnership with the Irish Film Institute. The brand is looking to Irish talent across the country to reinterpret a legacy brief from a vintage advert through the cultural lens of society in 2024.

Guinness is calling creatives, filmmakers, content creators and budding advertisers the length and breadth of Ireland to enter the inaugural Guinness Archives Award. They are looking for talent to reinterpret and reimagine their 1970’s creative brief ‘An expression of Irishness’, through the lens of 2024 with Guinness 0.0 as the hero product.

The application window for the Guinness Archives Award opens on 19 February at 9AM 2024 and closes on 5 April 2024 at 5PM.

One award will be granted to individual creatives or creative groups for projects submitted during the application window in 2024 that align best with the reinterpretation, through any content medium including video, social media, out of home, display and or other innovative formats.

The winner will be chosen by a panel of judges from Guinness and The Irish Film Institute, critiqued through the lens of the original interpretation of the brief, creative delivery, Diageo marketing code guidelines, Guinness 0.0 and responsible drinking guidance. These all-form part of Diageo’s Society 2030 ambition.

The award coincides with the largest digitisation project of audio-visual collections the brand has ever undertaken. The entirety of the brand’s advertising legacy, of 548 ads spanning 40 years from 1955 to 1995, have been catalogued, digitally preserved and made available to the public for the first time.

Of the 548 ads that will be available on the Guinness Storehouse website, a curated selection reflecting key influential historical and cultural themes spanning the 40 years will be available, free-to-view worldwide, on the IFI Archive Player.

Kasandra O’Connell, head, IFI Irish Film Archive, said: “The 40 years of content that has been digitised as part of the Guinness Adverts Project demonstrates how important our moving image heritage is and why we need to ensure it is properly preserved. We were delighted that Guinness recognised the value of this material and chose to work with the IFI Archive on this extensive and complex project. It is gratifying to now make a curated selection of these adverts available on the IFI Archive Player for the public to enjoy and learn from.”

Ross Keane, director,  IFI, said: “In partnership with Guinness, we are excited to present this culturally and historically important collection of ads, which are free-to-view worldwide on the IFI Archive Player, and to put the call out to the creative talent of Ireland and see their modern interpretation of ‘An expression of Irishness’ as part of the Guinness Archives Award 2024.”

The curated selection of ads will be available on the IFI Archive Player here:

More information can be found on:



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