The Problem:

Innovative golf brand TravisMathew were partnering with Guinness to launch an exclusive, limited-edition golf shoe.

TravisMathew wanted to run a teaser campaign for the collaboration that would build excitement and anticipation without giving away what the product was ahead of the big reveal around the time of The Open Championship 2025.   

The MindField Thinking:

Be part of the best pairing in golf.

We had to build excitement for the brand collaboration by hinting at Guinness in a familiar, thought-provoking way, without overshadowing the TravisMathew brand and product. 

The Answer:

SOMETHING’S BREWING

Using silhouette images familiar to golfers, we subtly revealed Guinness’ distinctive black body and white head in each iteration.

The creative implies an exciting event is on the horizon, with a headline that incorporates the iconic Guinness ‘G’ within the TravisMathew brand typography.