GUINNESS "Rise"

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Guinness as a brand celebrates men who are made of more.

Men who overcome the limitations of daily life and contribute to a richer, more fulfilling world.

Men who carve their own paths and make an impact on those around him.

The task was to manifest the global campaign in a Southeast Asian context.

And no one embodied the qualities of a man made of more than Luke Landrigan.

Born in San Juan, La Union, Luke grew up in a small fishing village in the north of the Philippines. But his circumstances didn’t stop him pursuing his passion – surfing. He continued practicing until he was good enough to join international tournaments. His big break was when he won a medal at the Asian Beach Games as an upstart, becoming the face of surfing in the Philippines in the process, and gaining more recognition for Philippine surfing. His willingness to impact others saw him put up a surf school and invite more people from the bigger cities to learn this relatively new sport. Before long, a surf-town was born, and with it, vital surf-tourism. With the help of Luke, more jobs and more opportunities opened up for people in San Juan, La Union.

The launch film was released along with three behind-the-scenes

stories of what makes Luke Landrigan a man made of more.

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