The Guinness Pint Of View Beermat.

I had an idea to create a deceptively simple, pop-out beermat that turns every Guinness drinker into the star of the story. With a removable centre that acts as a framing device, the mat invites fans to literally put themselves in the picture.

It started as a beermat, and is now an out of home installation.

It’s proof that the most powerful ideas don’t have to be complicated - just smart, strategic, and rooted in what people genuinely love to do.

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Smirnoff ICE 25th Birthday