Guinness - "GUINNESS LIBERTY FIELDS" by PHNX Awards 2020
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| 标题 | GUINNESS LIBERTY FIELDS |
| 广告公司 | AMV BBDO |
| 广告战役 | Liberty Fields |
| 广告主 | Diageo |
| 品牌 | Guinness |
| 首次发布日期 | 2019 / 8 |
| 产品 | Guinness |
| 剧情简介 | Guinness has a long-standing tradition of supporting rugby and the values the brand and sport share: character, integrity and camaraderie. Interestingly another thing that they both share is an association with masculinity. We wanted to challenge these tropes around rugby and our beer by using creativity as a force for good. And what better way to change perceptions of rugby, than the story of Liberty Fields – a group of courageous Japanese women who fought to pioneer women’s Rugby in Japan in the 1980s. Japan is a society steeped in tradition and ritual – all of the vignettes within the film were inspired by the real women’s own experiences and books that offered accurate accounts of social environments at the time. The 1980s were a complicated decade for women who wished to strike out on their own, and within an aggressive physical sport like rugby, the obstacles they faced were even more insurmountable. It’s this context that makes the Liberty Fields’ achievements even more impressive. |
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