Carlow people incentivised to enter Archive Awards with €10,000 Prize

The inaugural competition to reinterpret a classic Guinness advertising brief is now open, and the brand is extending an invitation to those in Carlow to showcase their unique perspective over the next 6 weeks.

The award has been launched as part of the largest digitisation project of audio-visual collections that the brand has ever undertaken, encompassing 548 ads spanning 40 years from 1955 to 1995. To mark this historical and cultural milestone, Guinness is challenging Irish talent to reinterpret the same brief that would have been shared with the creative teams for one of it’s legacy ads, ‘An expression of Irishness’.

One award will be granted to individual creatives or creative groups for projects submitted during the application window in 2024 with their creative interpretation and delivery of ‘An expression of Irishness’, this can be 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 application window for the Guinness Archives Award closes on April 5th 2024 at 5pm. More information can be found on www.guinness-storehouse.com/en/discover