Client: Guinness World Records Book: 'The Keeper of the Records'

Once upon a best selling book…How we made the longest, shortest, fastest book the biggest again.

Background to the brief

Guinness World Records had become too reliant on tactical, ever-changing advertising campaigns in an increasingly competitive and crowded Christmas market. Massive sales targets and the knowledge that the book was currently not requested by the target audience meant we really had our work cut out if we were going to achieve our objectives.

Our solution

A big idea launched through a new medium for the brand. We created ‘The Keeper of the Records’, a character wholly appropriate for the book’s 21st century audience to help make it cool again. He was brought to life through an ad campaign run in cinema plus outdoor and press - worldwide.

Record breaking results!

As a result of our campaign book sales smashed all previous records. There were also unprecedented results when researched amongst the target audience: they wanted to know before what film the ad would be shown, so they could make sure they saw it! We achieved total buy in from all retailers and markets.

Watch the ad.

“It’s a cool edgy ad capturing our audience at a place they enjoy,”
- US Marketing Manager