Creative Direction & Brand Enrichment
We put the passion of fandom at the heart of epic live football with a pan-African football platform: Guinness Matchday. Under the Matchday banner, Guinness celebrates those fans that bring next-level energy to the game and elevates match-screening experiences with a TTL activation platform.
By leveraging the sponsorship of Africa’s EPL broadcast we created scalable viewing experiences across markets around key matches, solving in-market pain-points around quality, availability and comfort with a premium, fan-forward viewing experience.
The Matchday platform ensures modern football culture is seamlessly integrated throughout, with local fashion, music, food, and art collaborations sharing their love of the sport. We also celebrate fan knowledge by handing guests the mic for their take on the game, as well as instigate Matchday conversations online with creator quizzes and challenges. Flowing around the core of the platform is the beautiful liquid, with a gamification of Guinness sales with the Matchday Minutes mechanic, where prizes can be won when goals are scored.
Guinness Matchday is a fusion of fan passion, culture, and drinking occasion that is redefining the football viewing experience and celebrating those that truly live and breathe the beautiful game across the African continent.
Agency: RPM
Role: Creative Director
Client: Guinness
Special thanks to: Holly Maclaren, Simon Maye, Rosa Chapman and client Olawale Adetula