5 Things We learned Making ON THIS Awesome GLOBAL Social CAMPAIGN For Guinness (number 4 will shock you to the very core)


The last few months Joe Barnes, founder and editorial director of The UV, has been beavering away at Redwood, the leading content agency in the UK, on a truly great project for Guinness.

According to Joe, sometimes he had to pinch himself at having such a brilliant opportunity on a legendary beer brand. "There was so much pinching some days, I let out the occasional audible squeal," says Joe.  Sure.

Here's the first big video from the first wave of content on which Joe was the editorial lead (which on this meant: research, script writing, visual ideas, client meetings, a bit of art direction... the whole shebang).


And here's five things we learned...

1. Bubbles of nitrogen are really small. Smaller than ping pong balls, and smaller than bubbles of Co2 in lager. It's this tininess that gives Guinness its distinct smooth, almost heavy mouthfeel.

2. Guinness Draught was the world's first nitro beer. We thought it had been invented in some trendy pop-up brewery in Portland, but it was by Guinness mathematician and brewer, Michael Ash in 1959.

3. Micheal Ash also invented the Guinness tache. We don't think he set out to create the iconic upper lip froth, but his nitro-infused brew made for a longer-lasting creamy head, and a instant tache as a result.

4. There's such thing as a beer stylist. He comes on shoots like this to make sure beer looks really nice on film. He has a big suitcase full of tools of the trade like hairdriers and spoons.

5. Nitrogen bubbles don't burst. At least not as fast as bubbles of Co2, that's why the head on Guinness lasts longer, and the stability of the gas also contributes to the delicious oh-so-smooth taste.